Nick Downing, vice president, Per Aquum. Nick Downing, vice president, Per Aquum.

Per Aquum is to undergo a brand relaunch to elevate the status of its current portfolio and make way for the addition of five new properties.

Per Aquum Desert Palm Dubai is to be transformed as part of the relaunch of the 10 year old Maldives-based brand, founded by Universal Enterprises, a joint venture partner with Minor Hotel Group (MHG).

The new brand identity, designed to lay the foundation for the expansion of the brand, was developed by MHG’s in-house team led by Downing and Eight, the Hong Kong-based brand strategy and communications firm.

Commenting on the brand transformation of Desert Palm Dubai, Bjorn Fjelddahl, partner at Eight said: “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.

“‘Much like the actual hotel experience, our identity hints at something sumptuously and discreetly luxurious, a hidden, ethereal world waiting to be discovered.

‘‘Per Aquum’s 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.”

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Nick Downing, vice president of Per Aquum added: “The fact that this is the first major change to Per Aquum’s visual identity since our launch 10 years ago is testament to the strength and longevity of the brand’s original DNA as well as the 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 every day 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 Per Aquum hotel or resort and the renaming of the hotels under the Per Aquum umbrella.’

MHG and Eight created a new logo and identity inspired by water, an influence for many of the brand’s concepts from the world's first underwater spa to the world's first underwater lounge.

The current portfolio features Per Aquum Huvafen Fushi and Per Aquum Niyama in the Maldives, Per Aquum Desert Palm in Dubai and Essque Zalu Zanzibar, which is being transformed into a Per Aquum resort.

As part of the strategic venture, MHG and Universal are developing the brand to encompass at least five additional properties within the next five years.

Downing has announced the opening of Play, the second island at Per Aquum Niyama. With 48 new villas, Play offers concepts including Nest, the treetop dining experience and Blu, a beachfront restaurant.

MHG also announced last December that Essque Zalu Zanzibar would be transformed into the newest member of Per Aquum’s portfolio following the completion of the first phase of an upgrade programme.