Client: Marriott International / PT Cicada Internasional Management – Bali, Indonesia
Year: 2024
Client Brief
Normal is a preferred branding agency of Marriott International in Asia Pacific.
Cicada Luxury Hotel Ubud is a newly built 30 suites and villa property in the uplands of Ubud in Bali, Indonesia. The hotel is currently undergoing conversion to an Autograph Collection Hotels by Marriott and Normal is supporting the process of that rebranding. The next phase of expansion of the hotel calls for the development of 12 additional suites to fulfill the requirements of Autograph Collection Hotels.
As part of the conversion process, Marriott International brand standards stipulate that the hotel undergoes brand identity and brand experience development exercise. Normal has been tasked to develop a clear identity for the hotel, its positioning and narrative.
Good for me. Good for the world. – the Brand Proposition
For the Big Idea to reintroduce and reposition this premium resort in the lush, hilly jungle of Ubud in Bali, we told the story in an experiential narrative focusing on rituals and habits – rather than facilities and features – that evoke aspirational emotions like purpose, self-care, and significance. We called it ‘Good for me. Good for the world.’ Below is an excerpt from that story.
I found a place. Where transformation meets tradition for true change and deeper connection.
Here at Cicada Ubud, a genuine connection with something bigger than me is not just an ideal but the very essence of everyday life. I learned elegant rituals that drew me closer to Ubud’s spiritual heart, guiding me towards new habits deeply aligned with my core. Cicada Ubud became more than a retreat; it stood as a guardian, guiding a life that harmonises self-care with mindfulness for the world – truly embodying the spirit of “Good for Me, Good for the World”.
Our Approach
Normal has 25+ years of deep expertise in hotel market development and traveller trends throughout Asia Pacific. We understand that, unfortunately, for sophisticated premium travellers Ubud is no longer considered a haven from the over-populated tourist hotspots of Seminyak and Canggu. Eco-friendly and socially responsible retreat-like experience amidst scenic rice fields or riverside valleys was once sufficiently unique for Ubud. But now almost every single new property is built on this premise.
“How to stand out in the increasingly crowded Ubud – river jungle hotel – scene was what we wanted to solve for”, said Jinou Park, Founder of Normal. “Bali is one of the most spiritual places in the world and Ubud is the energy vortex of it. For a new entrant in Ubud, wellbeing at the center of hotel positioning would only be sensible. Most health and wellness-oriented hotels tend to focus on a set of product features rather than emotionally rich experiences. We believe that building a brand narrative based on immersive wellbeing experiences will be impactful.”
“I found a place. Where transformation meets tradition for true change and deeper connection”.
From “Good for me. Good for the world.”
Tri Hita Karana – the Brand Promise
The cultural tradition that shaped the terraced paddy landscape and rice fields connected by canal system is the ancient philosophical concept of Tri Hita Karana that dates back to the 12th century. It roughly translates to ‘three causes of wellbeing’.
Rice, seen as the gift of god, is cultivated by water from springs which flows through the temples, out onto the rice paddy fields. This water management (Subak) sustained a harmonious relationship with natural and spiritual world, therefore allowing prosperity – a unique response to the challenge of supporting a dense population on a rugged volcanic island.
Tri Hita Karana draws harmony of realms of the spirit, human world and nature through an intricate series of temple rituals, offerings and artistic performances that emphasise dependence on the life-sustaining forces of the natural world.
Tri Hita Karana experience principles are built on the notion of harmony – harmony among community, harmony towards the heavens and harmony with the environment.
Melukat – The Mark
The Mark is a signature moment within the guest experience designed to attract attention and spark conversation, inspired by the hotel brand and brought to life using space, person or objective in the hotel. Identification and development of The Mark as a signature brand experience is one of the key brand development requirements of Autograph Collection Hotels.
Melukat in Bali is a spiritual cleansing ritual aimed at purifying the body, mind, and spirit. The term Melukat is derived from the words “su” (good) and “lukat” (purification)* and translates to “purifying oneself for goodness and happiness.” This indigenous wisdom, open to all, is believed to enlighten participants, remove negativity and promote balanced wellbeing.
Melukat was proposed as The Mark founded on the brand promise of Tri Hita Karana.
Cicada’s Brand Proposition, “Good for me. Good for the World.” is built on the building blocks of Naturalist, Aspirational Rituals and Indigenous Wisdom. Melukat is that natural, aspirational ritual founded on indigenous wisdom. If there were one signature experience that stands for Good for me. Good for the World, it is Melukat.
The cultural tradition that shaped the terraced paddy landscape and rice fields connected by canal system is the ancient philosophical concept of Tri Hita Karana that dates back to the 12th century. It roughly translates to ‘three causes of wellbeing’.
Rice, seen as the gift of god, is cultivated by water from springs which flows through the temples, out onto the rice paddy fields. This water management (Subak) sustained a harmonious relationship with natural and spiritual world, therefore allowing prosperity – a unique response to the challenge of supporting a dense population on a rugged volcanic island.
Tri Hita Karanadraws harmony of realms of the spirit, human world and nature through an intricate series of temple rituals, offerings and artistic performances that emphasise dependence on the life-sustaining forces of the natural world.
Tri Hita Karana philosophy and Subak system, as a manifestation of it, are part of UNESCO World Heritage.
Normal . 