At Brash, we are proud to have worked on the La Vie project in Muscat, Oman. We were tasked with developing the brand strategy, brand name, brand identity, creative, and brand guidelines for this hospitality and leisure development. It was an exciting challenge, and we are delighted with the results.
La Vie comprises of an 18-hole golf course, hotel, fully serviced apartments, luxury villas, and commercial spaces. The centerpiece is an 80-room boutique hotel managed by TIVOLI, part of Minor Hotels, which is making its debut in the local market. The hotel features an 80-meter rooftop pool and a private health club and spa operated by Anantara. Additionally, TIVOLI will manage 100 fully serviced apartments. There is also an residential complex adjacent to LA VIE hotel that will consist of 8 independent luxury villas and 22 apartments, all offering unique views of the Gulf of Oman and the Al Hajar Mountains.
Our job was to develop a brand that deliberately represents a way of life, not just a place. After conducting extensive research and market analysis, we developed a brand strategy and messaging that establishes this as the spot to socialize, spend time and savour life.
One of the most important parts of our work was developing the brand name. We wanted a name that would capture the essence of the project while also being memorable and easy to pronounce. After much brainstorming and consultation with our clients, we settled on La Vie, which means “the life” in French. We felt that this name encapsulated the “new zest of life” that the development offers while also being easy to remember and pronounce.
Once we had developed the brand strategy and brand name, we moved on to creating the brand identity. Creating a logo that is active, not cliché luxury. That this is not a passive brand, this is a brand with a bold attitude. Celebrating life and a community around the leisure of golf and natural spaces
Finally, we developed the brand guidelines, which outline how the brand should be used across all communications. We worked closely with our clients to ensure that the brand guidelines were comprehensive and easy to follow.
LA VIE driven by ORIS is a key anchor for OMINVEST moving forward, as they target future growth across all sectors. The brand look and feel is designed to be noticed and create cut-through. The identity has 4 main elements, representing the shape and form of the architecture. At the same time, the shapes form a centre-point to evoke the idea of an inclusive community. We are excited to see the project come to life and are confident that it will be a huge success.
