Residential · Luxury hospitality
Treasure the exquisite. Brand strategy and visual identity bringing a legendary name to a new island setting in the Red Sea.
Red Sea Global set out to bring Raffles, one of the most storied names in hospitality, to an entirely new setting: a private island in the Red Sea, with a collection of branded residences. The task was to translate a legendary brand to a new location without losing what makes it Raffles.
Raffles carries a signature blend of British etiquette, tropical splendour and Asian grace, and a promise that once you have experienced it, you long to return, as family. The residences had to honour that legacy and stand apart from every other luxury name in the area.
The work
We immersed ourselves in the brand's heritage and guidelines, then defined the USPs that tie the island setting to a distinct Raffles identity.
The strategy drew out effortless grace and a touch of nostalgia, an old world glamour returned to travel, woven into a story that delights in the magnificence of the island with an unapologetically charming style.
A photoshoot captured the feeling of sharing exquisite moments across generations. The visual identity references Raffles' attention to detail and the location's architecture, an art of discovery that reaches new heights of luxury.
“Once experienced, you long to return, as family.”
Raffles Residences brand line
The result is a residential brand that is unmistakably Raffles, and unmistakably of its island. Strategy, identity and photography held together across brochure, factsheet and floorplans.
Beyond the ordinary, treasured in the detail.