The Village Coconut Island

SEEKING THE NEW BRAND STRENGTH

Throughout twelve years in business competing with over two thousand hospitality services in Thailand’s most intensively touristic province, The Village Coconut Island Resort has had little struggle to fill its occupancy up to 90% in any season. Being the largest resort on Koh Ma-prao or Coconut Island, Phuket province, the resort has taken advantage from special deals with tour groups. Nevertheless, such advantage has yielded undesirable side effects of low customer loyalty and pricing that gives little profits, signaling serious challenges in maintaining a healthy financial progress for the business. The original selling points – reasonable room rates and friendly staff – have become gradually weightless in the modern market environment. Simplisis design team was then hired to seek the brand’s new strengths and achieve the clear differentiation of The Village Coconut Island Resort from other fish in the ocean.

DESIGNING THE NARRATIVE OF IDENTITY

We began the design thinking from the resort’s name “The Village Coconut Island” which could already clearly reflects the physical appearance as a complex of tropical houses sprawling across an island filled with coconut trees. With such well-articulated attribute, we seized to increase the spirit of the place by emphasizing the characteristics of a village more vocally and attractively.

From our cross-island survey, we discovered a local folklore about the founder of the island. We illuminated this ancestral tale by commingling the existing indigenous lifeway, the castaway’s sense of survival and the physical unveilings of the resort’s facilities. We employed scenes of island adventure as design concepts for different parts of the resort facility. These storylines determine comprehensive visual, and experiential designs that appear throughout the evolution of the brand and the guest’s inspiriting journey.

THE TREASURE IN LONGSTAYS 

In improving the brand of The Village Coconut Island, the brand story is the key for success in unifying components of identity, instigating emotional impacts, and rising brand awareness among target customers beyond the resort’s aspect of functionalities. The experience built from the brand story that is outrightly different from other resorts could add the sales value to the resort and its elemental facilities. It also helps encouraging guests to avail more resort’s facilities and services instead of simply staying in the guestrooms, resulting in increased revenue from vacationers, as well as promoting greater brand reputation.

Read the story

SEEKING THE NEW BRAND STRENGTH

Throughout twelve years in business competing with over two thousand hospitality services in Thailand’s most intensively touristic province, The Village Coconut Island Resort has had little struggle to fill its occupancy up to 90% in any season. Being the largest resort on Koh Ma-prao or Coconut Island, Phuket province, the resort has taken advantage from special deals with tour groups. Nevertheless, such advantage has yielded undesirable side effects of low customer loyalty and pricing that gives little profits, signaling serious challenges in maintaining a healthy financial progress for the business. The original selling points – reasonable room rates and friendly staff – have become gradually weightless in the modern market environment. Simplisis design team was then hired to seek the brand’s new strengths and achieve the clear differentiation of The Village Coconut Island Resort from other fish in the ocean.

DESIGNING THE NARRATIVE OF IDENTITY

We began the design thinking from the resort’s name “The Village Coconut Island” which could already clearly reflects the physical appearance as a complex of tropical houses sprawling across an island filled with coconut trees. With such well-articulated attribute, we seized to increase the spirit of the place by emphasizing the characteristics of a village more vocally and attractively.

From our cross-island survey, we discovered a local folklore about the founder of the island. We illuminated this ancestral tale by commingling the existing indigenous lifeway, the castaway’s sense of survival and the physical unveilings of the resort’s facilities. We employed scenes of island adventure as design concepts for different parts of the resort facility. These storylines determine comprehensive visual, and experiential designs that appear throughout the evolution of the brand and the guest’s inspiriting journey.

THE TREASURE IN LONGSTAYS 

In improving the brand of The Village Coconut Island, the brand story is the key for success in unifying components of identity, instigating emotional impacts, and rising brand awareness among target customers beyond the resort’s aspect of functionalities. The experience built from the brand story that is outrightly different from other resorts could add the sales value to the resort and its elemental facilities. It also helps encouraging guests to avail more resort’s facilities and services instead of simply staying in the guestrooms, resulting in increased revenue from vacationers, as well as promoting greater brand reputation.

The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
As a hotel operating in a highly competitive landscape, we were in search of a company that could update and refresh our look, both through branding and redesign of our key facilities. When I first met with the Simplisis team I was sure that this was the company to work with. Their young and dynamic team were professional throughout the entire transformation, bringing ideas that only a younger team would dare to do. Their flexibility and drive to deliver was commendable considering they were working within a hotel that was fully operational. Since working on this original project at The Village Coconut Island, I have also always sought them out as the first option for all other works with the other companies I am part of. I am proud to have worked with them and to continue working with them long into the future.

Tom Gordon
Managing Director

KABANG

KABANG Restaurant, a beachside eatery, reverberates the traditional wisdom in habitat-building from locally found materials and the primal use of fire by human

The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design

KOKO

KOKO Restaurant, a cave-like dining groove, inscribes the heritage of cuisine, harvest and food preservation.

The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design

KAHTOR

KAHTOR Island Wellness Spa echoes the folk philosophy of natural equilibrium to heal pains and cure diseases. 

The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design

KUCINA

KUCINA Restaurant narrates the cultural fusion that rises with legion arrivals of island travelers from all walks of life.

The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
The Village Coconut Island | Simplisis Design Studio | Branding Design Agency in Phuket | Corporate Identity Design
Research from Coconut Island, Thailand
Brand Strategy
Customer Experience
Brand Identity
Brand Applications
Communications

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