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.’
OZEN RESERVE BOLIFUSHI and OZEN LIFE MAADHOO in the Maldives have been awarded The JOINT GOLD winner of the ‘Best All-Inclusive Hotel for Families’ in the inaugural Junior Travel Awards 2026.
This significant win comes in the primary year of these brand-new awards, hosted by Junior magazine—one of the UK’s most influential family titles. Renowned for expertly curating essential advice for the parenting journey, Junior is a trusted authority that champions premium brands and businesses of all sizes.
In awarding GOLD to OZEN RESERVE BOLIFUSHI and OZEN LIFE MAADHOO, the award recognises that: “The all-inclusive offering at both resorts is refreshingly complete with dining, spa treatments, snorkelling trips, and daily activities all included, letting families focus on spending time together instead of planning”.
The judges continue, “Accommodation can suit families of every size and the thoughtfully planned two-bedroom villas offer privacy for parents and space for children, while playful overwater suites with slides add a sense of adventure without losing sight of comfort or design. Everything feels considered, from layouts to location”.
The Junior Travel Awards judges could see that children are incredibly well catered for at OZEN RESERVE BOLIFUSHI and OZEN LIFE MAADHOO. Both resorts offer spacious and engaging kids’ clubs, guided marine excursions with resident biologists, complimentary bicycles, and an array of water sports to ensure all ages can be entertained. For slightly older children, the teens can explore the lagoon or dive into activities, while the younger children enjoy calm, shallow waters and soft white beaches.
Furthermore, the experience is defined by unparalleled personal service. Each villa is assigned a dedicated butler, known as a Hiyani, who is available 24/7 via WhatsApp. This ensures that every guest request, whether grand or simple, is transformed into a flawlessly seamless and effortless moment.
Bonita Turner, editor of Junior commented “Having experienced both resorts, it’s hard to choose one over the other. However, for families, I’d confidently point you toward Bolifushi, home to the largest kids’ club in the Maldives, no less! Both are set in out-of-this-world surroundings, where every little luxury you could want from a dream getaway is right in front of you – no pressure, no purse, and truly no place like it.”
THE OZEN COLLECTION is also featured by the UK’s premier tour operators, including Best at Travel, Inspiring Travel, Elegant Resorts, Virgin Holidays, Carrier, and Destinology. Together with these esteemed partners, the premium brand is redefining the future of family luxury travel, transforming the all-inclusive experience into a seamless journey of joy, discovery, and unforgettable connection.
Overnight rates at OZEN RESERVE BOLIFUSHI start from USD 2,295, two sharing an Earth Pool Villa with the RESERVE™ Plan, including complimentary luxury catamaran transfers to and from Velana International Airport, Malé. Overnight rates at OZEN LIFE MAADHOO start from USD 1,646 two sharing an Earth Villa with the INDULGENCE™ Plan, including complimentary luxury speedboat transfers to and from Velana International Airport, Malé.
Sun Siyam Iru Veli has unveiled two new dining experiences this February: the beachfront Sunk in Sand Dining Experience and the interactive Hotpot Lunch and Dinner. Designed to enhance the island’s Privé collection offering, the new concepts centre on intimacy, shared moments, and flavour-led exploration, launching alongside the resort’s Valentine’s and Lunar New Year celebrations.
The newly introduced Sunk in Sand Dining Experience was officially unveiled during the Valentine’s celebrations, beginning with a beachfront breakfast concept. Guests can begin their day with a curated breakfast served directly on the shoreline, seated within the sand itself with uninterrupted views of the horizon. Complemented by a bottle of sparkling wine, the experience offers an intimate setting surrounded by the natural beauty of the Maldivian coastline. Priced at USD 250 per couple for breakfast, the concept extends beyond morning dining, allowing guests to reserve the experience at any time of day, including specially curated sunset and evening moments.
The new Hotpot Lunch and Dinner further expands the resort’s culinary offerings, with a selection of premium ingredients, aromatic broths, fresh seafood, meats, and vegetables. This dining experience centres on shared dining and interactive enjoyment. Guests may choose between a Vegetarian Hotpot at USD 99 or a Meat & Seafood Hotpot at USD 155. Launched alongside the island’s Lunar New Year celebrations, the offering provides visitors with an opportunity to experience flavours traditionally associated with the festive season, aligning the dining concept with the cultural highlights observed at the resort.
Together, these new dining experiences reflect Sun Siyam Iru Veli’s continued focus on diversifying guest experiences through thoughtful culinary innovation. By pairing immersive settings with flavour-led concepts, the resort continues to evolve its dining landscape while creating moments that complement both seasonal celebrations and everyday island stays.
Angsana Velavaru has been nominated in the Travel + Leisure Luxury Awards Asia Pacific 2026, a reader-voted programme recognising luxury travel experiences across the Asia Pacific region.
The resort has been shortlisted in two categories: Best Resorts for Families and Best Resort Pools. The nominations highlight destinations that deliver consistent guest experiences while adapting to the expectations of contemporary travellers.
Located within a private lagoon in South Nilandhe Atoll, Angsana Velavaru offers an island environment designed to encourage shared experiences. The resort features a collection of beachfront and overwater villas, supported by a range of guest services and recreational activities tailored for families. Experiences include lagoon-based activities, marine exploration, and creative and cultural programmes for younger guests.
Pools form a central part of the resort’s guest offering. Integrated into the island’s natural landscape, they provide settings for both quiet leisure and family use, with views across the surrounding lagoon. The design and placement of the pools contribute to the overall guest experience and remain a defining feature of the resort.
The Travel + Leisure Luxury Awards Asia Pacific are determined by reader votes, with winners selected based on guest preferences and travel experiences across the region. Voting for the 2026 awards is currently open, and Angsana Velavaru is among the resorts nominated in its respective categories.
For voting:
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