The camp, in Kenya’s Rift Valley Province, has been set up by Maasai warrior and safari guide Paul Lebeneyio, with the backing of the UK-based Lawaso Maasai Foundation.
Aesop was appointed to the work last year through a business contact and says it presented concepts ‘around a camp fire’ earlier this year.
The consultancy says it has developed an identity with an elongated ‘A’ in Lewaso, which ‘represents a leaping Maasai warrior performing the tribe’s famous ritual dance’.
As well as the identity, Aesop has also created stationery, staff uniforms, merchandise, vehicle livery and a website, which is set to go live later this year.
When the camp opens next year, Aesop will also roll out the branding to the interiors ‘in a sustainable and appropriate way’.
Aesop executive creative director Martin Grimer says, ‘Bringing Lewaso’s story to life was a great experience, not least for one of our narrative planners who literally presented work to a group of warriors sitting round a fire.’