‘Daring to be Different’ – New visual identity, tagline & resort for PER AQUUM

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Per Aquum has announced the biggest phase of evolution since they first made their mark on the travel and tourism map ten years ago. Introducing a new logo and revamping their visual identity, along with introducing new hotels and resorts to the brand, PER AQUUM is cementing their place at the forefront of the resort and hotelier industry.

Currently, the brand owns and runs  two resorts in the Maldives, PER AQUUM Huvafen Fushi and PER AQUUM Niyama. PER AQUUM Desert Palm in Dubai is their third property and Essque Zalu Zanzibar is the latest property to be transformed into a PER AQUUM resort.

Minor Hotel Group (MHG), a Thailand-based hotel owner, operator and investor group, together with the founding company of PER AQUUM, Universal Enterprises, is set to announce five additional new properties to the PER AQUUM group within the next five years.

The in-house team at MHG created and designed a brand new identity, under the leadership of Mr. Nick Downing, Vice President of PER AQUUM and Eight – a strategy and communications firm based in Hong Kong.

The new concept was designed in line with the literal translation of the brand name PER AQUUM, which means ‘through water’, a concept which influenced many new trends at the PER AQUUM resorts like the first underwater lounge, and the first underwater spa.

“The fact that this is the first major change to PER AQUUM’s first visual identity since our launch 10 years ago is testament to the strength and longevity of the brand’s original DNA as well as foresight of the founding company, Universal Enterprises. As we usher in this new era, we are determined to remain at the cutting edge of luxury and to continue to break the mould and challenge convention – we have a proven track record to uphold so we’re not looking for cookie-cutter hotels or everyday experiences.”

“The most significant changes include the new tagline ‘Daring to be Different’, a brand new logo with the monogram representing the ripples and immersive effect of a stay at a Per Aquum hotel or resort and the renaming of the hotels under the Per Aquum umbrella.”

‘‘PER AQUUM is a hospitality brand that isn’t afraid to push the envelope and the strategy encapsulated by ‘Daring to be Different’ is a simple, emphatic expression of the company credo,” says Bjorn Fjelddahl, Partner at Eight.  “We chose electric colours to mirror the hues of aquatic life and the vibrancy of the lush, green polo estate and natural environment in the UAE.  We created a signature ‘liquid’ pattern to echo the brand’s fluid personality and mystique,’ says Fjelddahl. “Much like the actual hotel experience, our identity hints at something sumptuously and discreetly luxurious, a hidden, ethereal world waiting to be discovered.”

Mr. Downing also announced the introduction of Play, the second island at PER AQUUM Niyama. Play will offer some unique concepts such as treetop dining experiences, Nest, and beachfront restaurant dining – Blu. The second island at PER AQUUM Niyama will also include the most exciting children’s club in the Maldives yet.

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