Ululani
Formerly known as Rich Prada Hotel, the property faced a critical challenge when required to change its name following a trademark claim from the international fashion brand Prada. What began as a naming issue quickly expanded into the need for a full brand transformation—covering identity, concept, and spatial experience—to secure a new and distinctive position in Bali’s hospitality market.
Industry
Hotels & accommodation
Services
Challenge
Rebuilding a brand from the ground up.
Beyond renaming, the hotel needed a clearer positioning and identity that could stand independently in the market. The challenge was to create a modern hospitality concept while embedding strong local character—ensuring the brand would be memorable, relevant, and emotionally connected to its surroundings in Bali.
What We Did
Mahardhika led the rebranding process by establishing a clear strategic direction rooted in modern hospitality with a strong Balinese sensibility. We developed the new name Ululani, supported by location research and cultural context—ensuring originality, meaning, and long-term relevance.
We created a complete brand identity system, including logo and visual pillars inspired by Balinese atmosphere, the coastal setting, and the adjacent golf course. Interior direction and spatial concepts were guided to balance contemporary comfort with local culture, creating a cohesive experience from arrival to stay.
To anchor the brand emotionally, we introduced the tagline “Heart of Dreamland,” positioning Ululani as a destination located at the heart of Bali’s natural beauty—where modern escape meets local soul.
Outcome
Ululani emerged as a fully transformed hospitality brand with a clear name, identity, and positioning. Freed from legal constraints and supported by a strong sense of place, the hotel now stands confidently as a modern Bali destination—offering guests an experience that is distinctive, grounded in culture, and built for long-term relevance.
Let's build brand clarity with purpose!
