Hospitality & Leisure

Crafting a Timeless Sanctuary

Travco Group

Baa Atol, Maldives

Vakkaru Maldives is a luxury resort located within the crystal clear waters of the UNESCO Biosphere Reserve in Baa Atoll.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 offering and target audience.

Looking at entering Maldivian hospitality, concept was supported by two serial entrepreneurs, Mr. Hamed El Chiaty and son Karim El Chiaty, owners of global hospitality brand, Travco GroupInternational. Seeing an opportunity of utilizing one of their assets, a virgin island in the middle of the UNESCOBiosphere, surrounded by nothing but endless ocean views, they were looking at building a brand and creating their own take on luxury travel.

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Our solution

Brand Strategy

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 Forum Lucerne, 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, new era luxury consumer is seeking for human, humble and simple experiences.

While looking at 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 is a 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 lines supergraphic that alludes to timeliness and geographical undertones.

With an earthy and humble feel, Look & Feel remained to reflect simple infinite horizon of the Maldivian serenity, reflecting timeless unscripted moments, disconnection with the world and full immersion into the present moment.Simple yet flexible brand visual system, allowed for a full and consistent roll out of Resort’s x7 outlets, each carrying its own unique twist, yet having a visual recall to the brand of Vakkaru.

The results

Successful official launch of the resort in 2018, was welcomed by media and celebrity guests, with features in magazines, such as Forbes, Telegraph, Hello, ArabianIndustry, Hotelier Middle East and such, noting it as“one of the most secluded islands in the Maldives”, 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 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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What we did

Brand Strategy

Positioning Strategy
Brand Storytelling
Brand Values
Brand Personality

Naming & Verbal Identity

Baseline and Taglines
Tone of Voice

Brand Identity & Development

Visual Identity
Visual Asset creation
Art direction
Brand Guidelines

Digital Ecosystem

UI/UX Visual Design
Information Architecture
Digital Creativity
Consultancy on Digital Brand Implementation

Jpd is brand design and creative branding Agency in London, Dubai and Abu Dhabi. Specialising in brand strategy and rebranding.