Background
Having worked closely with Kerzner International over the past few years Ripe were asked to create a new brand for the organisation’s latest resort concept. Located on the north east coast of Morocco the Kerzner resort will set new standards for integrated resort development in the region. The resort comprises a 500 key 5 star hotel, casino, nightclub, entertainment complex, bars, restaurants, retail, water sports, ESPA spa, Gary Player country club and championship golf course and 150 residential villas.
The Brief
Ripe were briefed to create a new brand that could be applied to all future Kerzner resorts of this nature. After creating the new Mazagan brand Ripe were also tasked with designing and producing all the hotel brand communication collateral, resort wide advertising strategy and creative along with all digital media elements, including an eCommerce enabled website.
Solution
Mazagan is a Portuguese word given to the fortification of a colony/town. Ripe wanted to communicate the integrated nature of the resort and the secure estate element while at the same time respecting the site’s heritage. The brand is designed to communicate the fact that the resort incorporates all the lifestyle elements needed to deliver a world-class resort all set within a gated and secure community.