6 October 2017

In 2004, Huvafen Fushi transformed the Maldivian hospitality industry with a fearlessly innovative new resort concept created by Per AQUUM and branded by QUO. An exclusively adults-only resort featuring the world’s first underwater spa, an underground wine cellar, luxury dhonis for charter and an LED-lit infinity pool, Huvafen’s impact revolutionised the perception of the Maldives as a resort destination.

Thirteen years after the launch, Huvafen is now under the guardianship of the Small Maldives Island Co. The leadership team has initiated a brand revitalisation, giving QUO the mission to restore and reshape the bold allure and fearless passion of the original brand. This called for a brand evolution, as the resort’s identity needed to be redefined while remaining recognisable to former guests. Like Huvafen, the branding needed to be seductive and highly desirable, but more sophisticated than its previous iterations.

QUO reshaped Huvafen’s culture by creating a new brand essence – A Sensory Awakening – which helped shape all the subsequent redefinition work. Once the refreshed brand concept was in place, QUO designed a new Visual Identity and created a Tone of Voice, giving Huvafen a distinctly sensuous way of speaking.

Huvafen Fushi’s reawakened website, the first manifestation of the iconic resort's revolutionary rebranding, is now live at