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Vakkaru Maldives, a prestigious resort established in collaboration with successful entrepreneurs, aimed to create a unique and luxurious experience to stand out in a competitive industry. Jpd conducted extensive research and developed a captivating brand story, "A Timeless Sanctuary," drawing inspiration from local Maldivian motifs. The brand's visual identity reflected the serene and infinite horizon of Maldivian tranquility. With a cohesive and versatile visual system, the resort's seven outlets showcased their unique character while strongly associating with the Vakkaru brand.
Brand Strategy, Naming, Brand Voice, Brand Identity, Collaterals and Stationery, Signage, Brand Guidelines, Website Design
Creating a distinctive brand story and identity for Vakkaru Maldives was challenging, as the resort was new and unknown to the audience. The client wanted to establish a premium brand to attract a diverse client base across various demographics, travel agents and media. The brand development needed to be distinctive yet raw and organic and spark curiosity across media and travel agents. The resort needed something unique to stand out in a landscape of Maldivian travel that offered similar offerings.
Jpd ran an in-depth research and brand positioning exercise to develop a unique brand story and visual identity. The brand positioning platform helped to define the brand story, inspiring full visual execution as well as brand activities and engagements. The brand positioning exercise resulted in developing the “A Timeless Sanctuary” brand. The brand’s visual identity was inspired by local Maldives motives and patterns, margining with a contemporary eternal simple line supergraphic that alludes to timeliness and geographical undertones. With an earthy and humble feel, the Look & Feel reflected the simple infinite horizon of Maldivian serenity, reflecting timeless unscripted moments, disconnection with the world and full immersion into the present moment. A simple yet flexible brand visual system allowed for a full and consistent rollout of the Resort’s seven outlets, each carrying its unique twist yet having a visual recall of the brand of Vakkaru.
The integrated and holistic approach taken to create a distinctive brand has positioned Vakkaru as the leader in its market, resulting in increased awareness and direct bookings.
The launch of the resort was welcomed by media and celebrity guests, with features in magazines such as Forbes, Telegraph, Hello, Arabian Industry, and Hotelier Middle East. Celebrity guests, such as iconic singer Madonna and Victoria's Secret model Ana Beatriz Barros, chose to stay at the resort with their families. The hotel was recognized as the Favourite Romantic Getaway for International Hotels by Condé Nast Traveller Middle East Readers’ Choice Awards and won Hideaways magazine’s Newcomer of the Year award. Vakkaru Maldives became an addition to Global Hotel Alliance’s (GHA) award-winning DISCOVERY loyalty program under the curated “Ultratravel Collection”, which features a premium brand of exceptional hotels and resorts worldwide.
