Project OKRs
Som, as a new Value Proposition. Brand revamp with a new ethos and services with well-being as a central concept.
New Service Experience. A blend of wisdom from Ayurveda adapted for modern lifestyle.
Som: Built-environment, Yoga and Ayurveda. A story from old wisdom, but for new mindsets.
The challenge: "wellness" is a fairly populated mind space with other tourism destinations who specialise and focus on Ayurveda therapies. The stay is a secondary focus for such a vacation. The strategy team was clear that when we say wellness, we are speaking of a holistic stay with wellness therapies as part of the experience but not the whole experience.
This got us to define Som as a centre of well-being — with built-environment also playing a vital role in rejuvenation.
The Service Concept
Som: New Brand Story and Service Architecture
When guests chose wellness, we wanted them to feel at ease. The discipline should be a choice, feel relaxed and flowing through their day.
Special rituals added to therapies for a holistic experience of the stay.
Implementation Prototype and Service Safaris
The Wellness Head, Resort Manager and Core Strategy team worked together to craft the menu, prototype the experience. We designed custom canvases for the team to define the journey and we planned wellness safaris internally before rolling out the services.
Cross-service, Sub-service and Operations
With Som, as a central concepts of stays at the resort, a whole range of services around the philosophy was developed to align with the experience. From culinary experiences exclusive to Som; to special wellness breakfast as part of the everyday meals.
Som's Impact on Parent Brands: The Big Shift in Positioning
1000 Island's vision came to life with Som — to build a wellness brand, with an ethos around the built-environment and methods of Ayurveda.
Connected case studies:
Experience Strategy for parent brand, 1000 Island Hotels & Resorts.
Resort Experience Strategy, Woods at Sasan.
