The idea of Elesel is unlike any other. From its very inception, Elesel was designed to be a game changer. It sought to combine concepts, approaches, and styles in a way and fashion that lacked any precedent in the hospitality sector. Put simply, Elesel is in the business of redefining what hospitality means.

When the We Group is presented with a client who embodies this level of distinctive zeal, we are more conscious of ensuring the branding features do justice to its philosophy and core identity.

Elesel seek to fundamentally disrupt the hospitality space. Our current notion of hospitality describes an ideal experience as one of leisure and vacationing. But what if the ultimate form of “leisure” actually contributes to growth and development?What if the contentment we are looking for during our getaway ventures can only be find through a unique experience that actually stimulates rejuvenation and rebirth? To leave anew is the ultimate vacation. Facilitating this kind of experiences the challenge Elesel has tasked itself with.

Primarily designed for retreat operators, Elesel seeks to synthesize two radically different styles into the same aesthetic and branding space – rough and luxury. The We Group was tasked with unifying these distinctive styles into one coherent identity that corresponded with the products and service integral to the Elesel experience.This meant finding the right story which appealed to the human desire to experience the immediacy and raw power of nature, with the complimentary ‘lodge’ aesthetic of comfort and luxury that was still connected with the experience of the outdoors. 

More importantly, the story of Elesel was only made possible insofar as it paralleled the versatility and uniqueness of Tareq Azim’s brand. With world renown specialization and expertise in human optimization and performance, Tareq leveraged many of the key concepts of his empower philosophy in crafting an experience that combats mental and emotional deficiencies through the power of the outdoors. Thus, in this case, the man, the brand, and the venue all operate in the service of the same mission.

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