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Vakkaru Maldives is a luxury resort that was established with the help of two serial entrepreneurs, Mr Hamed El Chiaty and son Karim El Chiaty, owners of the global hospitality brand, Travco Group International. The challenge that the resort faced was how to create a distinctive brand story and identity that would help it stand out in the competitive landscape of Maldivian travel. The solution was to develop a unique brand positioning and visual identity that would appeal to modern travellers. The result was a successful launch and recognition as a top resort in the Maldives.
What we did
> Brand Strategy
> Tone of Voice
> Brand Naming
> Brand Identity
> Brand Guidelines
> Digital Experience
Creating a distinctive brand story and identity for Vakkaru Maldives was a challenge, as the resort was new and unknown to the audience. The client wanted to establish a premium brand that would attract a diverse client base across various demographics, as well as 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 to offer 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 the development of “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 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 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 from around the world.
