- SECTOR: Travel and Tourism -
- TYPE OR WORK: Branding -
- COUNTRY: Mauritius
Sun Resorts Ltd owns and manages a collection of luxury resorts in the Indian Ocean, each having different value propositions. Moreover, Sun Resorts Ltd was a BtoB brand, unknown to the final consumer. There was a need to transform Sun Resorts into a BtoC brand and create a brand architecture that links all the hotels to the mother brand while preserving their unique personalities.
We rebranded Sun Resorts into a consumer-facing brand with a brand platform based on the idea that every person is unique and different at any one time in life. This relevant brand platform allows each hotel to keep its strong personality. We created “Timeless Memories”, a purposeful brand signature that highlights the brand’s role to craft for their guests a wealth of possibilities and fulfilling emotions that resonate deeply with the essence of who they are, inspiring memories that will stay alive with them for long.
BRAND ARCHITECTURE AND BRAND LANGUAGE
We developed a graphic language based on the circle shape of the mother brand and created a set of patterns that adapted to each hotel’s brand personality. We also developed specific tones of voice and signatures for each resort, including vocabulary recommendations and manifestos.
We developed an emotional launch film and print campaign for the new brand focusing on the brand promise of Timeless Memories