Resort Concepts, Identities and Signature Experiences
Having reinvigorated the master brand, we optimised the resort and island sub-brands while elevating the experience staged for guests at each property.
Treating each hotel as a distinct personality within the group, we developed a refreshed Resort Concept focused on the needs and wants of a discrete traveller tribe.
At Sugar Beach, we collectively termed five target audiences as a traveller tribe of Rosé Recreationalists demonstrating a need for Opulent Pleasures.
Leveraging the physical attributes of the Sugar Beach property, we proposed the Resort Concept of Manor Glamour. A fusion of the past and present, combining yesteryear’s glamorous pleasures with today’s luxurious indulgences, Manor Glamour promises a rich and charming holiday experience. Sophisticated and stylish, the resort conjures the atmosphere and excitement of the roaring 20s the 2020s way.
In keeping with the repositioning, Sugar Beach has also undergone a complete renovation with all rooms and suites stylishly remodelled and restaurants and public areas redesigned and updated, adding a distinctive touch of west-coast glamour.
To round off the concept, we designed a new logotype with an art deco nod to the glamour of yesteryear and a tantalisingly rich highlight colour – Violet Noble – that complements the palette of Sunlife.