Mazagan Brand positioning, name generation, concept development for logo design, graphic language and collateral as well as signage.

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Mazagan is a brand new resort developed by Kerzner International within in the Kingdom of Morocco, situated on the coast, 100km from Casablanca.

It is anticipated that the resort will cater 50% to the international market and 50% to the locals due to the casino presence within the resort.The Brand Union was briefed to create a main identity for the resort as well as experiential design for touch points within the resort.

Mazagan is not a themed resort. As a result there needed to be a combination of Moroccan style to keep the resort authentic as well as incorporating international cosmopolitan style. 

Each touchpoint needed to offer its own sense of escapism and unique experience. Our challenge was to weave a story that holds together the entire Mazagan Resort experience. As with a story, each experience category needed to be a separate chapter, with the story creating a sense that “things fit” – a loose golden thread that ties the Mazagan journey together yet allows for each experience to be individually appreciated.

Our scope of work included: Brand positioning, name generation, concept development for logo design, graphic language and collateral as well as signage.

Due to the resort’s location, we tapped into the authenticity of the region and stylistic context. Most foreigners view Morocco in terms of Marrakesh, however the Casablanca region is vastly different. Our team travelled there to conduct extensive research, looking for design cues and tapping into the understanding of the region.

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The bright idea
We looked at the traditional architecture of Moroccan homes (Riads). The outside is very muted, modest, understated and un-embellished, whereas the interiors are a sensory assault, overloaded with colours and textures. It was here that we drew our inspiration for the resort identity and the sub brands. The Mazagan identity is neutral allowing a blank canvas, upon which, the sub brands are able to come to life, ultimately defining the customers experience and memories. Once you’ve entered Mazagan Resort, the journey begins. Behind each door and corner are new and exciting places to discover offering unique experiences with a touch of Moroccan magic.The whole system is typographic, the golden thread that ties all brands together.

Grand Riad
The Grand Riad is the main Hotel at the Mazagan Resort. The words “Grand” and “Riad” are linked via an archway. This references the Moorish architecture of the hotel, more importantly though, it welcomes you and entices you in.
Le Club
Le Club is the business lounge within the Grand Riad Hotel. The design taps into the hotel logo concept, with one letter looping into another. There is a direct reference to the lattice work that is typical of Moroccan architecture. The design is masculine and understated with the right business cues.

Morjana
Morjana is a Moroccan restaurant, specializing is seafood. The name means “Pearl” in Arabic. The logo is constructed out of pearlescent mosaic tiles.

The menus are constructed out of aged leather with the logo foiled to capture a pearlescent finish.

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Market Place
Market Place is a North African buffet restaurant, serving dishes native to North African countries. It is busy and bustling with a  spicy colour palette of orange and cinnamon. The logo concept taps into the details of the area, the lattice work informs the typographic solution.

In creating the collateral we considered the integration of a Moroccan market place with its neutral canvas bags filled with brightly coloured spices and fruit and translated this during the design process. The menu cover is made of a neutral canvas material, whilst the inner pages are brightly coloured, once again linking to the overall theme of the neutral resort identity and vibrant colours of the sub brands.

Sel de Mer
Sel de Mer is a seafood restaurant, the name means “sea salt” in French. The logo is constructed out of grains of salt, set on an azure background.

The collateral is light and simply shot, reflecting the simplicity and ‘lightness’ of a seafood meal.

Atrium
Atrium is a restaurant and bar with a spectacular glass ceiling. The logo and signage are built out of sections of glass referencing this key feature of the venue. The restaurant is double volume with good use of natural light. The logo has this same light, transparent quality.

The menus and collateral consist of transparent covers that continue the glass theme, and the signage is constructed out of layered ‘see-throughness’.

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Olives
Olives is a Mediterranean restaurant, with a colour palette that is derived from the colours of the different varieties of olives. The typography plays with the idea of writing in balsamic vinegar, swirling against a backdrop of Olive Oil.

The Signage was built out of a domed resin, giving the impression that the typography is floating in the olive oil.

Palm Grill
This logo is inspired by the avenue of palm trees within the resort.

The menu is made out of a palm husk fabric which has a good tactile quality. There is a subtle connection to gambling with the palm being photographed in such a way that it can be interpreted as gambling cards.

Oasis
Oasis is a pool-side restaurant and bar in the Mazagan Resort. A mirage affects the letters, referencing the Sahara desert. The letters appear like liquid ripples creating a refreshing logo for this outdoor venue.

The collateral continues this mirage concept, with the transparent finish of the menu cover creating ripples resulting in a refreshing look.

 

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Kidz club
The typography is made up of pieces of mosaic, drawing attention to cutting out and playing. It was inspired by the work of Picasso and Matisse who both travelled to Morocco and were inspired by the vibrancy of colour.

Baby Club
This identity references the dream like quality of clouds. The curves align with the arch in the Grand Riad Identity.

Club Rush
Club Rush is an under 18’s nightclub. The identity is a modern twist on old Morocco!
Letterforms twist into arched doorways.

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The result is a Mazagan identity that is a neutral blank canvas, upon which, the sub brands are able to come to life, both in their design and through their application, contributing to the local flavour and true Moroccan experience that envelopes you every time you visit the resort.