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Zemi Miches is a luxury all-inclusive resort under Hilton's Curio Collection, situated along 800 meters of pristine beachfront in Miches, one of the Dominican Republic's most untouched coastal destinations. The resort was conceived as a culturally immersive experience: upscale and sophisticated, yet deeply rooted in the indigenous Taíno heritage of the region.
The project required building a brand from scratch for an emerging destination. The resort needed an identity strong enough to compete in the luxury travel market while remaining authentic to the Dominican Republic's cultural roots, and credible enough to meet Hilton's global brand standards.
Scalto created the brand concept, name, and full visual identity for Zemi Miches, from initial pitch to final brand manual.
We named and conceptualized the brand, anchoring it in Taíno culture where "Zemi" refers to the sacred objects at the heart of Dominican indigenous heritage. This cultural foundation gave the resort a story no competitor could replicate.
We designed the complete visual identity system: logo, color palette, brand guidelines, and application across all brand materials, from stationery to promotional assets.
We defined the brand positioning, "Unlock the Hidden Treasures of the Dominican Republic," along with messaging frameworks, fact sheets, and sales materials aligned with Hilton's Curio Collection standards.
Zemi Miches launched with a distinctive brand identity approved by all stakeholders, including Hilton's global team. The brand positioned the resort as a culturally authentic, upscale destination in one of the Caribbean's most promising emerging markets.
Zemi Miches is a luxury all-inclusive resort in Miches, Dominican Republic, part of Hilton's Curio Collection
