Per Aquum rebrands and expands into new markets

Per Aquum, the luxury Maldivian resort brand, has unveiled a new brand identity as it bids to expand into new markets.

The brand, which is part-owned by Thailand’s Minor Hotel Group, has created a new logo, strapline and hotel names. It has also announced plans to rebrand the Essque Zalu Zanzibar, which will become Africa’s first Per Aquum resort.

“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,” said Nick Downing, vice president of Per Aquum. “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.

The new Per Aquum logo
The new Per Aquum logo
“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,” he added.

At present there are three Per Aquum resorts in operation; the newly-rebranded Per Aquum Huvafen Fushi and Per Aquum Niyama in the Maldives and Per Aquum Desert Palm in Dubai.

But as part of plans unveiled followed Minor’s investment in 2013, at least five more properties are expected to be added over the next five years. These will include the Essque Zalu Zanzibar, which will be relaunched as a Per Aquum in late 2015.

sourced:traveldailymedia.com