News
PER AQUUM unveils new brand identity
Maldives.net.mv – PER AQUUM has revealed new phase in the brand’s evolution and the most significant development since its launch 10 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 (MHG), 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. 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, VP 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’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,’ said Nick Downing, VP 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 – 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, groundbreaking 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 whilst simultaneously driving its evolution into a PER AQUUM-branded property to be relaunched in late 2015.
In parallel with the launch of new itineraries and new experiences for guests as well as a new set of service standards, PER AQUUM’s iconic Dream Calendar is also evolving. Surging with originality under its new identity, Pulse is PER AQUUM’s exclusive stream of avant-garde experiences from A-list affairs to intimate celebrations. Guests can immerse themselves in one-of-a-kind happenings inspired by PER AQUUM.
Eight was selected by MHG following a competitive pitch due to its strategic approach based on business intelligence and insight, its groundbreaking design concepts and its 20 year track record working with leading global brands from Apple to Montblanc to Cathay Pacific and Virgin Atlantic. Eight has received widespread industry recognition from Cannes Lions nominations to multiple wins as Brand Consultancy of the Year.
‘‘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.’
Alila Kothaifaru Maldives, a Hyatt resort, has been recognised with the TripAdvisor Travellers’ Choice Award 2026, placing the resort among the top 10% of hotels worldwide based on reviews and ratings shared by travellers over the past year.
Unlike awards determined by industry panels, the TripAdvisor Travellers’ Choice Award reflects the experiences of guests themselves. From memorable marine encounters and thoughtfully curated dining experiences to the genuine hospitality of the resort’s team, the recognition highlights the moments that guests continue to remember long after their stay.
Situated in the pristine Raa Atoll and surrounded by a vibrant house reef, Alila Kothaifaru Maldives has become a favourite among travellers seeking a balance of contemporary luxury and meaningful connection with nature. Guest reviews frequently describe the resort as a “slice of paradise,” praising its attentive service, tranquil atmosphere, beautiful villas, exceptional dining, and unforgettable snorkeling experiences.
Many guests have highlighted the warmth and sincerity of the resort’s team, noting how personalised gestures and intuitive service transformed their stay into something truly memorable. Others have shared glowing reviews of the island’s marine life, from encounters with sea turtles, eagle rays and black tip reef sharks just steps from their villa to excursions in search of manta rays and dolphins in the surrounding waters.
The recognition follows the resort’s TripAdvisor Travellers’ Choice Award in 2025, reaffirming its reputation as one of the Maldives’ most highly regarded luxury island retreats.
“What stands out most when reading our TripAdvisor reviews is how closely the island and its people are connected in our guests’ memories. They speak about the turquoise lagoon, the vibrant house reef, and the sense of tranquility they find here, but they also remember the waiter who knew their morning coffee order, the chef who thoughtfully accommodated their dietary preferences, the dive instructor who guided their first underwater adventure, or the villa host who added a personal touch to a special celebration,” said Abdul Salam Ahmed, Guest Experience Manager.
“Luxury is often measured by beautiful villas, exceptional cuisine, or breathtaking scenery. While we are fortunate to offer all of these, true luxury is something far less tangible. It is the luxury of uninterrupted time, of complete peace of mind, and of feeling genuinely cared for by a team that anticipates every need. What resonates most deeply with our guests is not simply what they see, but how they feel when they are here,” said Thomas Weber, General Manager of Alila Kothaifaru Maldives.
Inspired by the stories and feedback shared by its guests, Alila Kothaifaru Maldives continues to shape experiences that celebrate the island’s natural beauty, rich marine environment, and genuine hospitality—creating memories that linger long after the journey home.
Rather than simply being a destination to visit, Alila Kothaifaru Maldives strives to be a place guests return to in their memories and increasingly, in person.
For more information, visit the resort’s website.
Six Senses Laamu has been recognised as the #1 Best Resort for Families in the Maldives at the Travel + Leisure Asia Pacific LuxuryAwards 2026, reaffirming its position as one of the region’s most sought-after destinations for meaningful family travel. The resort was also named among the Top 10 Best House Reefs in the Maldives, celebrating its exceptional marine environment and world- class snorkelling.
Presented by Travel + Leisure Southeast Asia, Hong Kong and Macau, the annual awards recognize the region’s leading travel experiences, with winners chosen by reader vote. The 2026 awards featured the best hotels, resorts, spas, and travel experiences across Asia Pacific.
Located in the remote Laamu Atoll, Six Senses Laamu is the only five-star resort in the atoll and is known for its blend of sustainability, wellness, adventure, and family-friendly experiences. Families can explore the underwater world, join educational programs such as the much-loved Junior Marine Biologist experience, enjoy outdoor movie nights, and discover the rich natural beauty of one of the Maldives’ most pristine destinations.
The recognition also highlights the resort’s vibrant house reef, home to abundant marine life and offering easy access to snorkelling directly from the island. Conservation remains central to the guest experience through the Maldives Underwater Initiative, a pioneering program founded by Six Senses Laamu that brings the resort together with its leading marine conservation partners to protect the reef ecosystem for generations to come.
Male’ Aerated Water Company (MAWC), the authorised bottler of The Coca-Cola Company in the Maldives, on Thursday hosted the Official FIFA World Cup 2026™ Match Ball Handover Ceremony, presenting Football Legends of Maldives with official FIFA World Cup 2026™ match balls signed personally by Dr Mohamed Muizzu, President of Maldives.
Held in partnership with the Ministry of Youth Empowerment, Sports and Fitness, the ceremony recognised former national footballers whose achievements, service and influence have helped shape football in the Maldives and inspired generations of players and supporters.
The Coca-Cola Company has been an official partner of FIFA since 1974, making it one of the longest-standing partnerships in the global sport. For MAWC, the handover brought that global partnership to life locally by connecting the FIFA World Cup with people who have contributed to Maldivian football history.
As the sole authorised Coca-Cola bottler in the Maldives for over 35 years, MAWC has supported local sport through partnerships, campaigns and community initiatives. The ceremony continued that commitment by recognising the legacy of players who represented the Maldives and contributed to the growth of football in the country.
“Maldives’ football legends have given generations of supporters moments of pride and have played an important role in shaping the country’s sporting history. At MAWC, we believe recognising their contribution is as important as supporting the next generation. Through our partnership with Coca-Cola and FIFA, and in collaboration with the Ministry of Youth Empowerment, Sports and Fitness, we are honoured to celebrate their legacy. These match balls are a token of our appreciation for what they have given to Maldivian football,” said Milind Derasari, Chief Operating Officer, MAWC.
Adding to the excitement of the football season, MAWC ran a nationwide FIFA World Cup 2026™ consumer promotion from 21 March to 24 May 2026. Eight winners received an all-expenses-paid experience for two to attend a FIFA World Cup 2026™ match. Hundreds more won Coca-Cola branded merchandise and other prizes during the campaign, bringing the excitement of the world’s largest football tournament to consumers across the Maldives.
MAWC remains committed to building partnerships that support the development of sports across the Maldives, working with the Government of Maldives and other partners.
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