Joali
About Joali
The work made for Joali runs to 1 verified project since 2021 — mostly sustainability, BrandIdentity and Differentiation.
Trending project
Joali projects with the most verified people and teams
Inside the Joali network
The people, teams, and projects that make up the Joali network
Featured project
A Sustainable Luxury Destination
When everyone else can justifiably claim perfect sun, sea and sand, how do you differentiate yourself? A new resort in the Maldives was passionate about creating a luxury brand experience with an encompassing ecological approach, yet that was future facing and stood out in the market. Inspired by local culture, raw charm and natural beauty of the local area, we modelled the new brand on a fictitious well-travelled, sophisticated woman. We created ‘her’ because the brand was an invitation to ‘my Maldivian home’. This is a woman passionate about sharing the joyous moments of her life’s journey. With that, the legend of Joali and her life, times and passions were created. This idea led to the brand positioning ‘Joy of Living’, with the brand manifesting through a journal that documents her travels, discoveries and joy. We developed the name Joali, referencing a traditional locally-made rope chair design. A Joali encapsulates comfort, and connects with the brand personality of ‘my Maldivian home’. We presented thoughtfully curated offerings: exquisite works of art and design borne out of recycled goods by celebrated young artists, a wellbeing programme in collaboration with ESPA, a stylish whisky lounge, an impeccably-curated library, and a very special underwater museum that addresses environmental issues. Agency: Landor & Fitch