Pafilia Property Developers required a new identity and brand positioning to launch the second phase of a 1BN EUR luxury residential real estate development. The ten-year project originally conceived as Minthis Hills spans over 5,000,000 sqm of protected centuries-old landscape, overlooking the cultural heartland of Paphos, including pioneering architecture by world-renowned practice, Woods Bagot.
Embracing the vision ‘to represent Cyprus like no one has’, One Menagerie developed the Master Brand Strategy for Minthis; a transformative residential retreat rooted in nature, wellness, culture and adventure.
Our work, including a unique brand story, tone of voice and visual identity for Minthis, are lifestyle focused, setting out powerful ideals to appeal to the next-generation of high-net-worth global homeowner-investors.
The contemporary brand identity reflects architectural and design values, emphasising the textural contrast of natural and hard materials including local limestone, Iroko wood and concrete.
Real-life experience is brought forward through a lifestyle-led film entitled - One Saturday – reflecting a-day-in-the-life-of a typical family living at Minthis; created in collaboration with Jonathan Glynn-Smith.
We transformed the digital customer experience via the launch of a new website in English, Chinese and Russian editions; featuring rich creative copywriting, an interactive resort map, immersive Lifestyle page, and innovative 10-second film clips to communicate the unique and distinct offer for Minthis.
One Menagerie was responsible for all visual content including photography and illustration.