Background

To call Bali Island a little paradise is just touching the surface. Blessed with breathtaking sunsets and warm tropical climates all year round, it’s the way their traditions and culture meld seamlessly together to form the quintessential modern lifestyle that captures our imagination. It’s the Bali that we know and all love that keeps us coming back time and time again.

South of Bali is an area at the farthest edge of the island, where it is less explored than its counterpart, Canggu but boasts pristine beach sand and crystal blue waters. It’s here you’ll find the perfect spot to gaze at the spectacular Indian Ocean that spans the longest beach. Set between towering natural limestone cliff faces and the soothing turquoise-coloured waves cascading over pristine white sand, the founder and visionary of the development, Robin Makmur, saw an opportunity to create an iconic destination projecting the unseen beauty of Bali in all its glory. 

Approach

In Bali, there’s a philosophy called Tri Hita Karana, which translates to 'three causes of happiness in a person’s life’. The perfect harmony between God, people and the surrounding nature. Inspired by this philosophy, White Rock Beach Club has been designed to become the place where they honour and celebrate people, food, culture and their way of life – leading guests to infinite discoveries.

Challenge

Tourism in Bali has a highly concentrated mix of guests from different backgrounds and mindsets. Given that the local hospitality industry and the ever-so-popular beach clubs rely heavily on international travellers, during the pandemic that scenery shifted significantly. A considerable portion of the domestic travellers (mainly from Jakarta and Surabaya) emerged and arrived in large numbers. For White Rock Beach Club, the challenge was to create a unique brand identity that appealed to both local and international guests. Needing to balance between modern and contemporary to attract the domestic market whilst emphasising the local culture as a point of difference to the international market was vital. 

White Rock Beach Club is a place where you can experience the old meets new. Expect to see unique "upacara adat" or traditional ceremonies unseen anywhere else in the world and taste the traditional Balinese health drink called Jamu, reinvented as Jamu cocktails.

Result

The brand identity begins with The White Rock monogram, which represents the Tri Hita Karana philosophy resembling a compass. It speaks to White Rock's philosophy of a beach club united with the beautiful nature of Melasti Beach that surrounds it and the wonderful people of the Desa that support it.

The primary brandmark is inspired by the iconic cliff edge of Melasti Beach. It is the one and only area on the entire island of Bali where you can witness majestic natural limestone rock cliffs overlooking out towards the infinite blue water of the Indian Ocean. The triangle shapes within the brand resemble this rock structure. Likewise, the colour palette is carefully crafted to elevate its surroundings. The tone and art direction are earthy with natural cues, balanced out with some hints of playful colours. A collage of traditional rituals and practices overlays the old-meets-new philosophy within the photography to introduce an entirely new design language.

Welcome to White Rock – a world-class beach club destination at the intersection of hidden natural wonders, food and culture.

Now open.