MAI SUNSET

South Sea Cruises Group recently acquired Mai Sunset, a small, solidly built resort in the Yasawa Islands. While functional and budget-friendly, the resort lacked a distinct personality—yet its affordability made it well positioned to attract young, adventurous travellers and backpackers.
I was tasked with creating a brand from scratch, including strategic positioning, brand assets, signage, accommodation treatments and digital presence.
My response was to shift the appeal beyond the natural beauty of the Yasawas and create a clear, ownable vibe, one that travellers would feel compelled to experience while passing through the islands. Mai Sunset needed to stand for more than a place to stay; it needed to feel like a moment, a mood, a place to make friends and create memories.
The sunset icon became our key brand asset: a simple, powerful, and highly versatile device. It could be seamlessly integrated into existing spaces and decor, delivering impact while remaining cost-effective and true to the resort’s budget-conscious model.
I added value by designing branded merchandise that would be more than souvenirs. Bold, stylish, and created specifically for 20–35-year-olds, the apparel and accessories extend Mai Sunset’s energy beyond the islands turning travellers into walking ambassadors for the brand.
The sunset icon and colour palette also translate into modern, playful patterns applied across staff uniforms, beach towels (both in-house and retail), hammocks, and bean bags.
The same visual language carries through to social media, amplifying a youthful, social, and adventurous energy that feels unmistakably Mai Sunset.
The client was thrilled and progressed immediately to implement the brand onsite.