The task presented by the development company Curio was to establish a distinctive presence in Bali’s premium real estate market, spanning properties across the entire island. Through our meticulous marketing audit, we unearthed a significant challenge: amidst the abundance of five-star hotels and impersonal luxury villas, fierce competition and swift obsolescence of strategies prevailed.

In summary, our strategy for Curio aimed to establish a distinct presence in Bali’s premium real estate market by addressing the challenges of fierce competition and rapid strategy obsolescence.

Consequently, we laid the cornerstone of our strategy on the premise of crafting a brand that exuded warmth rather than ostentation, aiming to imbue the premium real estate market with a comforting sense of ‘home away from home’ for vacationers.

Our approach involved seamlessly integrating the developer’s identity with the network of properties, thereby crafting a positioning strategy that effectively set the brand apart in the cutthroat competitive landscape, all while keeping investment costs to a minimum.

Central to our concept was the brand’s metaphorical association with the excitement and anticipation that precede a journey. Every aspect of the brand’s identity—from its name, “Curio,” suggestive of intrigue and unconventionality, to the intricately designed merchandise and multi-layered elements within print materials—was meticulously crafted to embody this overarching theme. Even the logo itself, with its dual, unexpected form, served as a testament to the brand’s commitment to defying expectations and offering a uniquely immersive experience.