Merrachi

(This is a conceptual brand proposal and was not executed)

We recently developed a resort brand proposal exploring how a visual identity can shape a full guest experience from first impression to on-site touchpoints.

The concept is rooted in heritage and duality. Inspired by both the Netherlands and Morocco, the identity acts as a bridge between cultures, translating these influences into a visual language that feels both authentic and contemporary. A resort, to us, isn’t just a destination it’s a world you step into, physically and emotionally.

Architecture became our starting point. Research revealed a strong connection between the Amsterdamse School and Moroccan Art Deco, both movements emphasizing expressive forms, craftsmanship, and geometric ornamentation. This shared visual language naturally informed the logo, inspired by Art Deco-era marks and reinterpreted with modern refinement. Complementary graphic elements draw from Amsterdamse School architecture, vintage travel posters, and postage stamps, a nod to travel, memory, and the analogue moment of being present.

The proposed identity evokes a timeless escape: warm, layered, and thoughtfully detailed, yet calm and modern. Heritage is present without weight; luxury is expressed through craft and intention rather than excess. The standalone “RESORT” logo element complements the existing MERRACHI logo while maintaining independent strength.

The visual system extends beyond the logo into a cohesive brand language: custom patterns derived from architecture, stamp-like compositions, textured applications, and a muted, sun-faded palette inspired by coastal landscapes and historic materials.

This project is a conceptual exploration of how branding can shape not only how a place looks, but how it is felt and experienced.