Pampa – Holistic Massage & Beauty Therapy
Rebranding a bespoke health and beauty business
Duration 3 Months
​The challenge
To rebrand a bespoke and successful specialist business performing holistic treatments with a 'natural above all' ethos and holding a space towards healing and wellbeing.​
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The result
A new branding with bespoke hand crafted look and feel that could be upscaled if needed while still retaining a personal feel. There was a notable up shift in new clients since the rebrand.
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Key responsibilities
​Creative, critical & strategic thinking/logo/branding/art direction/design/time management/client liason
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The story
​I was asked by the proprietor if I could perform an audit on the existing branding and come up with a new look and feel that represented the brand core values and ethos visually.​
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These were:
Hand crafted, bespoke, natural, non-toxic, personal, holistic, healing, wellbeing, aromatherapy, calming, vitality, soothing, balance, nature, organic, tactile
Letterhead, business comp slip, notes, forms, website, online ads, email, treatment space to match
The brand advocates a holistic approach towards patients and holds a space towards healing and wellbeing. It takes into account the whole person, not just the physical body but the emotional state and well-being, therefore individually tailoring treatments to how you are feeling at that particular time, as well as focusing on problem areas.
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With 'natural, personal, bespoke & organic' being key words requested by the owner in the brief, it only felt right to look to nature and see what we could incorporate. Obviously the brand had to work in a digital format as well as in print, but I wanted it to feel bespoke, individual, elegant and hand crafted. ​
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The oils and consumables used being non toxic, natural and organic, the ethos was going back to nature in its purest form and using its healing properties. Many of the products derive from plants and plant extracts, and of course this comes to be by the insects pollinating them to keep the cycle in motion. As this was the underlying core of all the products I thought this would be a great inspiration and focused on this for the imagery.
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The main colour chosen was grey – representing balance, neutral & calm.
To give a feeling of being personal and uniquely crafted I chose a font that looked handwritten and old fashioned as if written by a quill on an old period invitation. The idea being to give an heir of specifically tailored, analogue and individuality, as if each piece of branding had been hand written for the patient/user.
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This coupled with the intricate flowery imagery and insects suggesting the pollination process and natures circle of life printed on mottled stock gave the materials an elegant tactile feel. We also had wallpaper made to match and decorated the studio rooms with this to make the brand a living space. The silvery grey was used on the furniture and decorations again to keep the brand vibe flowing through the spaces.
Iteration
We went through a few rounds of iterations asking existing customers how they felt about the new brand and what feedback they had as we progressed it. We reviewed this, prioritised it and acted upon it. This feedback helped us to keep working on and shaping the look and feel into the final product.
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The assets produced were as follows:
Logo, letterhead, business cards, comp slips, notes, roll fold price lists, forms, posters, vouchers, various promo collateral, website, emails, online ads as well as promo video and revamping of the interior treatment room spaces including furniture and decor.
​The conclusion
This brand identity was a pleasure to work on, it gave me a chance to work on something totally different. It was great fun to create an entity with a very bespoke and hand crafted feel that could also be easily scalable if needed. Setting the right look and feel for this holistic business was a chance to explore a different routes and as always to be guided by the client, and in turn her clients.
What I learned
​I learned that using your skills in visual communication gives a great sense of satisfaction. Again ideas that you create need to be iterated on and honed by client/user feedback. This needs to be a constant two way conversation to get you to where the brand look and feel needs to be. I am always amazed that little nuances can make such a big impact on projects and sometimes totally pivot thinking from one way to another. This proves to me that user input is an essential ingredient in the mix of producing high end products.
