Luxury hospitality group Per Aquum unveils new identity

Per Aquum has revealed a new phase in the brand’s evolution and the most significant development since its launch ten years ago with a new logo, revamped visual identity and fresh hotel names.

A collection of pure originals, the current portfolio reflects the elevated status of the brand featuring 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.

In 2013, Minor Hotel Group, the Thailand-based hotel owner, operator and investor, entered into a joint venture strategic partnership with Universal Enterprises, Per Aquum’s founding company based in the Maldives. 

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

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The new brand identity, which is designed to lay the foundation for the expansion of the brand, was developed by MHG’s in-house team led by industry veteran and luxury hotelier, Nick Downing, vice president of Per Aquum, and Eight, the Hong Kong-based brand strategy and communications firm.

In line with the rebranding and reflecting the literal translation of Per Aquum ‘through water’, MHG and Eight created a new logo and identity inspired by the element of water, inspiration for many of the brand’s innovative concepts from the world’s first underwater spa to the world’s first underwater lounge.

“The fact that this is the first major change to Per Aquum visual identity since our launch ten 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,” said Downing.

“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 a Per Aquum hotel or resort and the renaming of the hotels under the Per Aquum umbrella.”

Determined to maintain Per Aquum’s pole position at the forefront of naturally modern design, Nick recently announced the opening of Play, the second island at Per Aquum Niyama.

With 48 new villas, Play offers fresh, ground-breaking concepts including Nest, the treetop dining experience and BLU, the laid-back beachfront restaurant where Miami meets the Mediterranean, plus new facilities for every generation including the most exciting children’s club in the Maldives.

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 the upgrade programme targeting accommodation and selected public areas.

Per Aquum will manage the resort’s operations with signature passion and imagination during the transition period while simultaneously driving its evolution into a PER AQUUM-branded property to be re-launched in late 2015.