sunlighten day spa
Sunlight Day Spa initially served as a testing ground for Sunlighten's infrared saunas in a commercial setting. After nearly a decade, it's being integrated with the master brand as Sunlighten Day Spa. The project's challenge laid in transitioning from a house of brands to a unified branded house.
where to begin…
During a rebrand, it's crucial to assess all existing brand applications, including menus, online presence, and employee uniforms. The initial Sunlight Day Spa brand lacked consistency in color, failing to capture the essence of clients' post-service feelings: refreshed and rejuvenated. Additionally, the identity faced challenges in differentiating itself, with elements reminiscent of Sephora's "S."
formality
I began with initial logo sketches presented to the owner and managers, gauging the balance between distinctiveness and alignment with the master brand. After thoughtful consideration, the bottom right design was chosen, praised for its calming elegance achieved through subtle symmetry.
science of color
Color presents a chance to infuse the brand with deeper, more meaningful attributes and concepts. Utilizing color theory as a valuable tool, I began by plotting our brand attributes on a color grid. Then, through refinement, I established an overall muted, relaxing tone that perfectly captured the brand's essence.
After finalizing the color palette, the next step involved applying different colors to the logo. Exploring gradients and combinations was an exhilarating process, but in the end, we settled on a soothing, monotone light blue with subtle grey undertones as the perfect fit.
The chosen final color pays homage to the origin of spas, reminiscent of the hot water bath treatments used after ancient battles. Simultaneously, it honors a natural, earthy blue, evoking feelings of trust and tranquility.
homestretch
The brand now stands united with updated applications. The consistent use of the logo's calming monotone throughout all printed pieces has a harmonious and soothing effect.
To add a unique touch that reflects Sunlighten's saunas, I explored exciting possibilities such as laser-cut gift cards and digitally printed box covers mirroring Sunlighten's signature eucalyptus wood. By incorporating elements of the sauna experience into the day spa branding, we've elevated the overall appeal and enriched the brand's identity.
Lastly, I worked on applying the brand to the day spa's environment, focusing on the entryway and monument at the parking lot entrance. Incorporating wood elements to honor the sauna origin and using vinyl to add a sense of lightness were key aspects of the design. The goal is to create a welcoming and rejuvenating atmosphere that reflects the essence of Sunlighten Day Spa.
Before fabrication and installation, I continued my design journey onto Altra Running.