Situated on some of the region’s most beautiful islands, our client’s resorts are the epitome of the Maldivian holiday dream. But, presented as a single brand, they lacked a cohesive narrative and the desired élan.
Our initial task was to execute a full brand audit, involving market research and workshops, to define the essence of each product and their relationships. This work led to the creation of the umbrella brand
The Coco Collection, under which sit three distinct sub-brands. First is the ‘eco’ resort
Coco Palm, next, a series of five-star hideaways corralled under the name
Coco Resorts & Retreats, and finally, the premium product,
Coco Privé, situated on the private island of Kuda Hithi.
With an uncompromising ambition to elevate the brand above others in the region, our stylistic strategy ruled that design be virtually puritanical and photography dizzyingly extravagant. Looking for the appropriate reference points to match the vision led us into the world of high fashion. Working with photographer Alexa Singer, we created images that hit all the right notes. Effortlessly lending themselves to a double-page-spread format, magazines were keen to offer our media company prime placings, and the upgraded positions had an immediate positive impact on booking figures. With the benchmark firmly set, we embarked on crafting an elegant suite of assets, featuring many indulgent details, such as paper impregnated with the essence of coconut – a sweet touch.
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