Mauritian hotel group Sun Resorts rebrands to Sunlife

The luxury Mauritian hotel group formerly known as Sun Resorts has rebranded to Sunlife.

The hotel group comprises four properties – five-star hotels Sugar Beach and Long Beach and four-star properties La Pirogue and Ambre – as well as private island Il aus Cerfs, home to the Ile aux Cerfs Golf Club.

The rebrand, which was led in partnership with specialist agency Luxury Branding, sees the 40-year-old company retain the familiar ‘sun’ element of its name, while introducing the ‘life’ element to “embody a new energy and lifestyle”.

The new logo features a sunset sunbeam to illustrate the “dynamic relationship between the Sunlife brand and the resorts”, while a new-look website and in-resort app aims to support guests from the booking stage to in-resort details and experiences.

Sunlife said the project had forced it to identify each property's “unique core cohorts and lifestyles” to enable it to better match guests to their most-suited hotel.

As part of the rebrand, Sunlife has also unveiled a series of in-resort experiences under the new Come Alive Collection, including Energy Gym, which combines exercise with sustainability; Sega Zumba, a Mauritian fusion of Sega and Zumba, and Putting on the Ritz, which offers makeovers and a fashion rental service.

SunLife said the rebrand “breathes new life not just into the resorts but across the entire organisation” and goes beyond a name change to represent a “reimagined philosophy and culture across all areas of the guest experience”.

Sunlife’s chief executive Francois Eynaud said: “With over 40 years’ of heritage, we have pioneered luxury tourism in Mauritius, positively impacting our environment and local communities. I am extremely proud to introduce Sunlife, a revival of the soul and spirit of Sun whilst creating exciting, new holiday experiences, all celebrating Mauritian culture and each of our hotels’ unique identities. We aspire to being a strong employer brand with an inspiring purpose that attracts new talents and motivates existing teams. Sunlife is looking to the future celebrating a life in the sun, and a life enjoyed with the inherent magic of our beautiful island.”

Joelle Edwards-Tonks, Sunlife's chief sales and marketing officer, who led the rebrand, added: “For the last 24 months we have worked diligently with our partner agency, Luxury Branding to mastermind a brand-led transformation of our company. This was always more than just a conventional rebranding exercise and more a process of change, injecting new life into a long-established brand. The rebrand exercise was underpinned by a new Vision, Purpose and Values forming the foundation of our transformation and we are delighted to share our transformation and to see the Sunlife brand rise glorious.”