White Rock Beach Club
To the edge of paradise, South of Bali
Brand Identity for a Beach Club
Strategy, Branding, Collateral
The founder and visionary of the development, Robin Makmur, saw an opportunity to create an iconic destination projecting the unseen beauty of Bali in all its glory.
BRIEF
To call Bali Island a little paradise is just touching the surface. Blessed with breathtaking sunsets and warm tropical climates all year round, it’s the way their traditions and culture meld seamlessly together to form the quintessential modern lifestyle that captures our imagination.
Set between towering natural limestone cliff faces and the soothing turquoise-coloured waves cascading over pristine white sand in the south of Bali, the founder, and visionary of the development, Robin Makmur, saw an opportunity to create an iconic destination projecting the unseen beauty of Bali in all its glory.
The challenge was to create a unique brand identity that appealed to both local and international guests. Needing to balance between modern and contemporary to attract the domestic market whilst emphasizing the local culture as a point of difference to the international market was vital.
White Rock Beach Club is a place where you can experience the old meets new. Expect to see unique "upacara adat" or traditional ceremonies unseen anywhere else in the world and taste the traditional Balinese health drink called Jamu, reinvented as Jamu cocktails.
SOLUTION
In Bali, there’s a philosophy called Tri Hita Karana, which translates to 'three causes of happiness in a person’s life’. The perfect harmony between God, people and the surrounding nature. Inspired by this philosophy, White Rock Beach Club has been designed to become the place where they honour and celebrate people, food, culture and their way of life – leading guests to infinite discoveries.
The brand identity begins with The White Rock monogram, embodying the Tri Hita Karana philosophy in the form of a compass. This emblem signifies the harmony between the beach club, the picturesque nature of Melasti Beach that envelops it, and the wonderful community of Desa that supports it.
The primary brandmark draws inspiration from the iconic cliff edge of Melasti Beach. It stands as the sole location on the entire island of Bali where you can witness majestic natural limestone rock cliffs gazing out over the boundless blue waters of the Indian Ocean. The colour palette is thoughtfully curated to complement its surroundings, featuring earthy tones in both tone and art direction, with natural hints complemented by playful splashes of colour. The photography incorporates a collage of traditional rituals and practices, overlaying the philosophy of old-meets-new, introducing a completely new design language.
