Vakkaru Maldives is a luxury resort located within the crystal-clear waters of the UNESCO Biosphere Reserve in Baa Atoll. The client got in touch with Jpd to create a distinctive brand story and identity, to be able to stand out within a competitive landscape of Maldivian travel, where many big and established players are having similar offerings and target audiences.
Looking at entering Maldivian hospitality, the concept was supported by two serial entrepreneurs, Mr Hamed El Chiaty and son Karim El Chiaty, owners of global hospitality brand, Travco Group International. Seeing an opportunity of utilizing one of their assets, a virgin island in the middle of the UNESCO Biosphere, surrounded by nothing but endless ocean views, they were looking at building a brand and creating their take on luxury travel.
With a key target audience of an affluent traveller, Jpd was looking to define a story for a new-age luxury consumer. Running an interview with one of the undisputable and preeminent leaders in luxury hospitality, Reto Wittwer, holding over 40 years of experience and Chairman of World Tourism ForumLucerne, Jpd noted an insight “If the experience isn’t memorable, it isn’t a luxury hotel”, where luxury experience is defined by personal preferences; there is no one size fits all when it comes to serving an elite customer. Moving to an era of trends such as digital detox, a new era luxury consumer is seeking human, humble and simple experiences.
While looking at a target audience of guests who can afford to focus on reconnecting with nature and enjoying moments of mindfulness, looking for a place that can offer inner-peace and reconnection with mother nature, while building timeless memories with family and loved ones, “A Timeless Sanctuary” brand was born; not bound by the time, Vakkaru isa place where time is honoured, memories are born and revisited in its full mindful immersion.
Based on the key findings and brand positioning from the strategy phase, Jpd rolled out full brand visual identity, inspired by the local Maldives motives and patterns, margining with a contemporary eternal simple line supergraphic that alludes to timeliness and geographical undertones.
Look & Feel remained to reflect the simple infinite horizon of the 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 to the brand of Vakkaru.
The successful official launch of the resort in 2018, was welcomed by media and celebrity guests, with features in magazines, such as Forbes, Telegraph, Hello, Arabian Industry, Hotelier Middle East and such, noting it as “one of the most secluded islands in theMaldives”, as well as welcoming celebrity guests, like iconic singer Madonna and Victoria Secret model, Ana Beatriz Barros, choosing it a place to stay with their families. Madonna mentioned her trust in the Vakkaru Maldives brand to spend her NewYear with the family, where she “found the ultimate luxury getaway to forget her woes” (Daily Mail).
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Naming & Verbal Identity
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