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PER AQUUM unveils new brand identity

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PER AQUUMMaldives.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.’

Huvafen FushiDetermined 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.’

Family

JA Manafaru launches Easter programme with family-focused experiences

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This spring, the magic of the Maldives meets the joyful charm of Easter with a specially curated family getaway at JA Manafaru. Designed to help guests make the most of the island experience, the Residences Offer combines spacious villa living with thoughtful touches such as a dedicated butler, seamless arrivals, and curated daily moments. Adding to the sense of occasion, the resort will host a series of lively Easter celebrations and egg-themed activities, filling the island with playful moments for guests of all ages.

At JA Manafaru, luxury is defined by personalised service and meaningful gestures that create a sense of ease, knowing everything has already been taken care of. This attention to detail begins the moment guests touch down at Velana International Airport, where dedicated CIP airport service ensures a smooth arrival. From there, guests are whisked away by seaplane, a transfer that is complimentary for stays of five nights or more, soaring above the Maldives’ turquoise lagoons and coral atolls for a journey that feels like an adventure in itself.

As part of the Residences Offer, guests can enjoy up to 30% savings on their stay while spending their Easter break in one of three opulent hideaways, such as the stylish overwater Two Bedroom Ocean Residence with Family Infinity Pool, surrounded by uninterrupted panoramas of the Indian Ocean. The Two Bedroom Beach Residence with Two Private Pools offers a refined two-storey beachfront sanctuary, while the Three Bedroom Beach Residence with Two Private Pools elevates the experience even further with its own private spa pavilion featuring a steam room and sauna, making it ideal for larger families.

Setting the tone for a truly magical Easter celebration in the Maldives, guests are welcomed with a bottle of bubbly and a generous fruit basket on arrival. Throughout your stay, a dedicated Thakuru, the resort’s private butler, is also on hand to quietly take care of every detail, allowing families to settle in and savour each moment together. Thoughtful touches continue with personalised tags waiting on the island bikes, daily turndown amenities, and a complimentary laundry service before departure, ensuring the experience feels effortless from start to finish.

Guests visiting over the Easter weekend can also look forward to a joyful programme of seasonal festivities on Sunday, April 5th, designed to get the whole family involved. The celebrations begin at 11.00am with the grand arrival of the Easter Bunny, setting the tone for a day filled with playful moments and sweet surprises. Afterwards, guests can hop over to Kakuni for a lavish Easter feast featuring seasonal dishes, decadent desserts, and a lively egg-smashing activity for kids.

Little ones can continue the adventure with an exciting island-wide Easter egg and treasure hunt, followed by a visit to the petting zoo, where they can spend time with the resort’s fluffy bunnies. As the day winds down, Easter-themed turndown amenities await in guest villas, adding a final hint of festive magic to the evening.

At JA Manafaru, Easter is less about grand gestures and more about the small moments that bring families closer, like sharing a meal, laughing together, or watching the sun set after a day well spent. Secure your Easter family getaway now and experience a one-of-a-kind celebration that feels joyful, relaxed, and quietly unforgettable.

For bookings and more information, please visit the resort’s website.

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Ifuru Island Maldives partners with Toddy to launch lifestyle collection

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Ifuru Island Maldives has unveiled a vibrant new collaboration with Toddy, bringing together contemporary design and authentic island storytelling in a limited-edition lifestyle collection. Thoughtfully curated to reflect the rhythm and color of modern Maldivian living, the collection introduces three distinctive creations: sunglasses, quick-dry beach towels, and lenticular postcards.

The Ifuru x Toddy sunglasses are a bold expression of island artistry, drawing from the kaleidoscopic hues of the Maldivian reef and the unmistakable vibrancy of the parrotfish. Designed for both style and performance, the lightweight Mas (Ainu) shades feature polarised TAC lenses with anti-glare technology and 100% UV400 protection. Crafted with flexible yet durable frames, anti-slip detailing, and protective lens coatings to resist saltwater corrosion, they offer a seamless blend of innovation and effortless sophistication, equally suited for sun-drenched days and ocean-bound adventures.

The quick-dry beach towels reinterpret an icon of Ifuru Island, the resort’s signature three palm trees. Both emblematic and understated, the design is paired with highly functional craftsmanship. Made from absorbent microfiber, the towels are exceptionally quick-drying, lightweight, and compact, designed to move effortlessly from beach to lagoon. With sand-off technology woven into their structure, they offer a refined yet practical solution for guests seeking comfort without compromise, ensuring the island stays with you, but the sand does not.

Completing the collection, the lenticular postcards offer a poetic tribute to the rhythm of island time, shifting from sunlit brilliance to the deep, glowing tones of sunset. With imagery that transforms in motion, each piece captures the fleeting beauty of a single day in paradise, reimagined as an interactive and enduring keepsake.

“This collaboration is a celebration of Maldivian talent and storytelling,” said Marcel Sawyer, General Manager of Ifuru Island Maldives. “Partnering with Toddy allows us to showcase local artistry while creating meaningful, design-led pieces that resonate with our guests long after their stay.”

Founded by siblings Fayaz and Riyaz, Toddy has grown from humble beginnings into a proudly Maldivian brand rooted in storytelling. Inspired by generations of cultural narratives from ancient seafaring legends to mythical tales, each design carries a sense of history reimagined through a modern lens, positioning Toddy as a distinctive voice within the region’s creative landscape.

“Working with Ifuru on this was something special. We got to take the feeling of the island and turn it into a small collection, each piece carrying a bit of its colour, movement, and calm. At Toddy, we’ve always believed the best things you take with you are the ones that hold a memory. These are made to travel, but more importantly, to bring you back to those moments at Ifuru. Big thanks to the team for trusting us to help tell their story through design,” shared Riyaz.

The Ifuru x Toddy collection is available exclusively at Ifuru Island Maldives, offering guests a unique opportunity to connect with the destination through thoughtfully designed, locally inspired pieces.

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Awards

Reethi Faru Resort earns 2025 British Airways Holidays Customer Excellence Award

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Reethi Faru Resort has been recognised with the 2025 British Airways Holidays Customer Excellence Award for exceptional service, facilities, and guest experiences.

This prestigious accolade positions the resort among the highest-rated hotels globally, based on verified guest reviews collected by British Airways Holidays in collaboration with Feefo, the world’s leading platform for authentic buyer feedback.

Guests evaluated their stays across key aspects including location, service quality, cleanliness, and sleep comfort, resulting in an overall score out of five. Reethi Faru Resort achieved an outstanding rating of 4.9/5.

Mark Hall, Head of Product and Sourcing at British Airways Holidays, said: “Congratulations to Reethi Faru Resort on this outstanding achievement. Delivering such consistent excellence truly reflects the dedication and care your team puts into every stay and every customer. At British Airways Holidays, we value partners who share our commitment to putting customer experience at the heart of everything we do, reflected in our Customer Excellence Awards. Reethi Faru Resort is a shining example of that. We’re proud to work with you and celebrate this success.”

For Reethi Faru Resort, the award underscores a philosophy centred on delivering not just stays, but memorable island experiences where thoughtful service meets unspoiled natural beauty.

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