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.’
NH Maldives Kuda Rah has announced a line-up of Easter celebrations for guests, featuring a day of activities and dining experiences at its resort in South Ari Atoll.
The programme is designed to cater to families and travellers of all ages, combining interactive sessions, culinary offerings and outdoor activities across the island.
The day will begin at Sea Spray Restaurant with the “Flu y Bunny Breakfast Bash”, which will include live pancake stations and themed breakfast selections. Guests will also have the opportunity to take part in the “Egg Decoration Extravaganza”, an activity focused on creating decorated keepsakes.
Midday activities will continue at Glow Bar with “Bliss Cupcake Creations”, an interactive baking session led by the resort’s culinary team. An “Egg Hunt Adventure” will also be organised, allowing guests to search for hidden items across the resort.
In the evening, the resort will host an Easter Beach Dinner at Sunset Beach, offering a menu of seasonal dishes and international cuisine in a beachfront setting.
The resort team stated that the Easter programme is designed to provide opportunities for connection and shared experiences among guests.
NH Maldives Kuda Rah also noted that the activities align with its “Live Local” initiative under Minor DISCOVERY, which focuses on delivering local and experiential elements within guest stays.
Further details on the Easter programme are available through the resort’s official website.
This Easter, Kuredhivaru Resort & Spa invites guests to experience a vibrant island celebration inspired by a Tropical Jungle theme from 4–13 April 2026. Set against the stunning natural beauty of the Maldives, the program blends art, gastronomy, entertainment, wellness, and family-friendly experiences for an unforgettable holiday escape.
The festivities include a variety of signature experiences, beginning with a lavish Easter Breakfast at ONU Marché and the cheerful arrival of the Easter Bunny for families and young guests. As the day unfolds, guests can gather for sunset cocktails at Bodumas Beach before enjoying a grand Easter Dinner featuring seasonal favorites and a curated selection of festive dishes.
A highlight of this year’s celebration is the residency of Maldivian watercolor artist Shimha Shakeeb, whose exhibition Stories of the Maldives will showcase vibrant works inspired by island landscapes, architecture, and everyday life. Guests will also can join art workshops and creative sessions led by the artist throughout the Easter week.
The celebrations continue with the energetic Sun & Splash Pool Party at Latitude 5.5, featuring tropical beats from a live DJ, poolside games, refreshing cocktails, and a vibrant lunch buffet. Evenings across the island will come alive with themed dining experiences, live music, dancers, and DJ performances, creating a lively atmosphere throughout the holiday period.
Guests can also unwind with curated wellness experiences at the resort’s spa, enjoy romantic dining moments such as the Secret Garden experience, or take part in family-friendly activities designed for all ages. The Easter festivities conclude with Orthodox Easter celebrations and a final Sun & Splash Pool Party on 13 April, bringing the island-wide celebration to a joyful close.
For any reservations or inquiries: Resort.Kuredhivaru.Reservations@ennismore.com or +960 656 3000.
This Easter, Ifuru Island Maldives invites guests to experience “The Sweet Side of Wonder,” a playful seasonal celebration inspired by the imaginative spirit of Ifuru’s Chocolate Factory. Designed for travellers of all ages, the Easter programme blends festive traditions, indulgent treats, and joyful island experiences set against the breathtaking backdrop of the Maldives.
Throughout the celebration, guests can enjoy a thoughtfully curated programme that combines colourful festivities with the relaxed luxury of island life. From chocolate-inspired culinary creations crafted by the resort’s talented chefs to vibrant social gatherings and creative activities, the Easter festivities promise memorable moments for families, couples, and groups of friends.
A highlight of the celebration is the lively Sugar Rush Easter Parade, bringing a burst of colour, music, and festive energy to the island as guests gather to celebrate the spirit of Easter together. On Easter Sunday, families can also take part in the much-anticipated Easter Egg Hunt, where young explorers set off across the island in search of hidden treats and sweet surprises.
Families can also look forward to a variety of engaging experiences designed especially for younger guests. From creative workshops and playful island games to interactive activities inspired by the sweet spirit of Ifuru’s Chocolate Factory, children are invited to explore, create, and celebrate in a joyful and imaginative setting.
“Easter is a wonderful opportunity to create joyful moments for our guests,” said Marcel Sawyer, General Manager of Ifuru Island Maldives. “With ‘The Sweet Side of Wonder,’ we wanted to bring together playful imagination, indulgent flavours, and the relaxed beauty of our island to create a celebration that guests of all ages can enjoy.”
With its vibrant atmosphere, Premium All-Inclusive offering, and spectacular island setting in Raa Atoll, Ifuru Island Maldives provides the perfect destination for travellers seeking a unique Easter escape.
Guests can explore the full Easter programme, including festive events, family-friendly activities, and special celebrations, by visiting Easter Programme 2026.
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