The objective for this rebrand was to communicate warmth, positivity, and balance. In my research I found many spa’s reference tropical flora. Tropical plants signify warm places, a vacation from your life, a peaceful, natural place to relax. Or the idea that extracts of these plants are used in spa products.
Riffing on that norm, I approached the concept of natural balance from a more familiar perspective, using silhouettes of local trees and wildflowers to reference the idea of nature as part of a balanced life that Missoulians would recognize.
The type is HF&J’s cut of Didot, which, with the polygon shape is focused on communicating updated class. Condensed Gotham is included for headlines to relate to the Peak Health and Wellness Center’s brand, where the Spa is located.
http://www.peakmissoulaspa.com
