Soneva marks ‘next evolution’ of brand with new logo and tagline

Maldives-based hotel company Soneva has marked the “next evolution” of its brand with the introduction of a refreshed logo and tagline.

The brand was founded in 1995 and “pioneered” the concept of barefoot luxury across its three properties: Soneva Fushi, Soneva Jani and Soneva Secret.

Now, this idea has “evolved” into Soneva’s new concept of ‘Bare Luxury’, which is centred around “nature in its raw wildness [and] space for joy, presence and connection”.

The unveiling of this new concept is accompanied by a new logo and monogram that “symbolises wholeness”, as well as the updated tagline ‘Just What Matters’.

The brand said Bare Luxury is about “the deliberate removal of everything that does not serve to reveal ‘Just What Matters’”.

As well as the new logo and tagline, the Bare Luxury concept will “shape every decision” at the resorts, from wellness-focused villa design to new restaurant concepts and menus that are “led by the garden”.

The move comes amid a “profound shift in travel”, as luxury consumers seek “conscious, intentional and immersive experiences grounded in purpose, connection and wellbeing”.

Soneva chief executive Neil Gallagher said: “Soneva’s founding spirit is more relevant now than it was 30 years ago.

“Fast consumption, constant stimulation, the growth of AI and the pressure we all feel to optimise every hour has made the case for something quieter and more human. Bare Luxury is Soneva returning to its original instinct: that the most remarkable thing we can offer our guest is not more, but truer.”

Pictured: Soneva Jani and brand’s new logo