News

PER AQUUM unveils new brand identity

Published

11 years ago

May 16, 2015

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.’

Related Topics:Featured Huvafen Fushi Niyama Per AQUUM

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Awards

Ellaidhoo Maldives secures HolidayCheck Gold Award for second consecutive year

Published

11 hours ago

February 13, 2026

m@ldives

Ellaidhoo Maldives by Cinnamon has been honoured with the HolidayCheck Gold Award 2026 for the second consecutive year, reaffirming its continued popularity among global travellers. The Gold Award is presented exclusively to accommodations that have won a HolidayCheck Award at least five times since 2019 and is reserved for only the 10 most popular hotels within each region.

Located in the North Ari Atoll, Ellaidhoo Maldives by Cinnamon is a resort widely recognised for its exceptional house reef and vibrant marine ecosystem. The island offers direct access to over 50 dive sites, alongside 24-hour diving opportunities, making it a sought-after destination for enthusiasts and seasoned divers alike. Its thriving reef has also earned international recognition from Lonely Planet as a premier diving destination, celebrated for having one of the best house reefs in the Maldives.

Accessible via a scenic 25-minute seaplane journey or a 90-minute speedboat ride from Malé, the resort combines effortless connectivity with an immersive island experience. Beyond diving, Ellaidhoo Maldives by Cinnamon is equally valued for its welcoming, family-friendly atmosphere, offering guests the opportunity to experience both relaxation and adventure within a compact and naturally rich island setting.

Commenting on the achievement, Sanjeeva Perera, Area General Manager for Cinnamon Hotels & Resorts Maldives, stated “Receiving the HolidayCheck Gold Award 2026 for the second consecutive year is a significant milestone for Ellaidhoo Maldives by Cinnamon. This recognition speaks to the consistent dedication of our team and the continued support of our guests. Maintaining strong recommendation rates over several years is built on attentive service, environmental responsibility, and delivering memorable experiences centred around our house reef and diving offerings.”

To discover award-winning diving, vibrant marine life, and an island stay shaped by consistent guest acclaim, make your booking today and take advantage of the resort’s exclusive Book Direct Summer offer, which includes complimentary speedboat transfers for stays until 31st October 2026.

Awards

Reethi Faru Resort recognised with HolidayCheck Award 2026

Published

12 hours ago

February 13, 2026

m@ldives

Reethi Faru Resort has been honoured with the HolidayCheck Award 2026, a recognition presented to hotels that consistently earn high levels of guest satisfaction and positive feedback.

HolidayCheck is regarded as a leading global platform for verified guest reviews, and the award reflects sustained performance based on authentic traveller experiences. The recognition highlights the resort’s continued focus on service standards and the delivery of consistent guest experiences.

In a statement, the resort expressed appreciation to its guests for their support and favourable reviews, noting that the award is a direct reflection of guest trust. The management also acknowledged the contribution of its team members, whose efforts underpin the resort’s day-to-day operations and overall guest journey.

The HolidayCheck Award 2026 underscores Reethi Faru Resort’s ongoing commitment to hospitality standards and guest satisfaction within the Maldives tourism sector.

Awards

The Ritz-Carlton Maldives, Fari Islands secures Forbes Five-Star rating for fourth consecutive year

Published

15 hours ago

February 13, 2026

m@ldives

Forbes Travel Guide (“FTG”), the only global rating system for luxury hotels, restaurants, spas and cruise ships, has announced its 2026 Star Awards. The Ritz-Carlton Maldives, Fari Islands earned a new Forbes Travel Guide Five-Star award and is showcased with other honourees on ForbesTravelGuide.com.

In addition to this distinguished recognition, The Ritz-Carlton Spa and Summer Pavilion each received Four-Star honours, while IWAU earned a Recommended rating, further underscoring the resort’s commitment to excellence across hospitality, wellness and culinary experiences.

Located in the Fari Islands of the North Malé Atoll and designed by Kerry Hill Architects, The Ritz-Carlton Maldives, Fari Islands is defined by its iconic spherical architecture, inspired by the circular forms of the turquoise lagoon and the movement of ocean breezes. Nestled along white-sand beach coves and set above vibrant azure waters, the resort’s luxury villas seamlessly blend island living with modern design. Each villa features panoramic water views, an infinity pool, a spacious sundeck, and the dedicated attention of an Aris Meeha, island butler. A dynamic culinary scene unfolds across seven restaurants and bars, located on the resort’s dedicated Culinary Island and at Fari Marina Village. Guests may also enjoy a range of curated recreational experiences or unwind at The Ritz- Carlton Spa, which exclusively features Bamford organic products.

“We are deeply honoured to receive this prestigious, globally recognised accolade and to be named a Forbes Travel Guide Five-Star Hotel for the fourth consecutive year,” said Oscar Postma, General Manager of The Ritz-Carlton Maldives, Fari Islands. “This achievement truly belongs to our Ladies and Gentlemen, whose artistry, dedication and quiet mastery bring our island to life each and every day. Since opening in June 2021, their commitment to refined, thoughtful hospitality has defined our journey. Together, they continue to shape meaningful experiences for our guests, guided by our promise to Embrace the Circle of Island Life and deliver service that is both personal and enduring.”

Forbes Travel Guide’s highly anticipated 68th annual Star Awards list covers 100 countries.

“Forbes Travel Guide’s Star Award winners exemplify excellence in hospitality,” said Amanda Frasier, President of Standards & Ratings for Forbes Travel Guide. “This year’s list reflects the changing landscape of luxury with properties setting the standard for authentic experiences while offering unparalleled amenities, enhanced well-being and delivering unforgettable moments. We are thrilled to recognise their dedication to creating truly world-class travel options for today’s discerning guest.”