King & Partners were engaged to completely reimagine the incredible Maui resort of Grand Wailea. Our engagement included strategy, and positioning, multiple brand identities, F&B concepts, membership strategy, content creation and a series of campaigns that capture the heavenly experience of being on property in Maui.
The new Grand Wailea branding captures this spirit of Heaven, Earth, Sea, via a visual identity in a modern style with a nod to ancient Hawaiian iconography. Our new custom wordmark captures a feeling of modern elevated hospitality with a touch of traditional Hawaiian spirit in the redrawn letterforms. It has a touch of natural character, yet is clean and refined.
Campaign
At Grand Wailea, heaven, earth, and sea live harmoniously together.
Heaven is the feeling of enlightenment. The first glimpse of the ocean at check in. A Maui sunrise spilling through the curtains into your room. The chapel bells ringing as a ceremony lets out. Earth is feeling totally grounded. A barefoot morning walk over sand and grass. The rhythms of drums and dance at a Lu’au. Being in touch with the pulse of the earth. Sea is going with the flow. Your outrigger gliding over the water as a whale passes below. The nightly lullaby of waves and streams from your balcony. The memories that will continue to wash over you for years to come.
We delivered creative direction and content to represent this incredible positioning of Heaven, Earth & Sea. Production by Bear & Terry.
F&B
As part of this full property reimagining, King & Partners helped to conceive and brand each distinct F&B concept, including; Humhumu, an oceanfront interactive seafood market, Ikena, an indoor-outdoor breakfast concept with captivating terrace views, Loulu, a down-to-earth artisanal cafe-grocer, Olivine, an oceanfront coastal italian ristorante infused with local Hawaiian ingredients, and Botero, an open air cocktail and sushi lounge amid the resort’s sculpture collection by renowned artist Fernando Botero.
The diversity of these F&B brands across property offer experiences distinct enough to keep guests coming back time and time again.