Lapita Hotels & Resorts - UAE

Whether you’re out on a journey to explore the unknown or on a quest for self-discovery, Lapita would always make you feel like you’re at home. Known for its Polynesian theme and exclusive luxury, this sensational hotel and resort is set to change the face of hospitality in UAE. We were challenged to carry out a 360º branding exercise which we wholeheartedly agreed upon.

Credits

Client: Lapita
Industry: F&B / Hospitality
Location: Dubai, UAE

What we did

Brand Audit
Brand Fact Sheet
Brand Identity
Brand Strategy & Positioning
Custom Typography Development
Stationery Package

Brochure & Collaterals
Video
Signage System
TOV, Photography, Operations Guidelines
Employee and Guest Journey

Backstory:

The inspiration for visuals

Our branding efforts and inspiration for the concept was derived from the ancient Polynesian culture found in the archipelagos of the Pacific where ‘Lapita’ signifies the earliest pottery found in many archeological sites in the Polynesian Islands.

The Tagline

To evoke the brand essence of adventure and bonding, we developed a simple but memorable tagline ‘Bonded by Curiosity’ which was coherent with both the positioning of ‘exploring the unknown’ and the target audience of ‘family and friends’.

The Brand mark

To develop a universal logo that would tackle all communication obstacles, we used bold, condensed, and symmetric capital letters resembling ancient and modern stone carvings for the brand mark.

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Brand Architecture

To organize the Lapita brand portfolio, we used a branded house architecture strategy where ‘Lapita’ serves as the main brand and the sub-brands don’t detract from the main brand.

The Typography

We custom-made the fonts to synchronize it with the brand logo.

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The Colour Palette

We derived inspiration for the colour palette from the sea, soil, and nature.

Sub Brands

To enhance the wayfinding system, we created an overall brand logotype map that included different levels of sub-brands by category which served as a functional graphic code.

The Illustrations

To depict both the brand positioning of ‘collective bonding’ and brand theme of Polynesian culture, we developed playful illustrations which would evoke the brand spirit.