Branding - Roots

For our branding class, we started by putting a spin on a normal product line, company or service. We then spent the rest of the quarter devising deliverables for our company. The concept I came up with is a spa called "Roots", completely enveloped in wooded terrain, isolated from large town and city life. The feel and execution will be rustic and minimalist, with warm and rural accents (closer to camping, rather than a posh resort). Massage practices will continue the rustic theme (hand churned lotions, pine cone scrubs, etc). The target market will be women, ages 35-60, who usually have high responsibility, well paying jobs, and are looking for a temporary disconnect from their current lifestyles. The spa also includes cabins (or yurts), so guests can make a true getaway out of their trip.
The first deliverable is stationary. This was made from heavy water color paper and stained with watered-down acrylic paint. The idea is that these letters cannot be run through printers, so everything will be hand written. The business card is stained balsa wood, with a wood burned logo, and a lazertran transfer on the back for the information.


The next deliverable was the website.


After that, I created a general mailer for people who had expressed interest in the retreat. The concept is an empty jelly jar, simply labelled "Fresh air". The rear of the label reads, "Just in case you've forgotten what it's like." I used the wavy lines in the logo to create a nice pattern for the outside of the box. For the inside, I wanted to portray something fresh and clean, so I painted a blue sky (also acrylic).




The next was a magazine ad. It would be placed in most outdoor or traveling magazines. The idea is that the more you unfold it, the more you learn about the retreat, and the further you get into the woods.

The next deliverable is a journal that all guests would get as an in-room gift. Because the spa acts as a retreat, this would be a good way for guests to write about their time at the retreat, or vent about any stress back in the "real world". The journal is wrapped in real leather, with wood burned logos, and the same watercolor paper used in the stationary.



The final deliverable is a bath product set. It includes a citrus bath salt, mint leaf massage oil, honey butter lotion, and pine cone scrub. All the the products are delivered in a hollowed out tree trunk with wood burned logo. Containers are acrylic stained balsa, with wood burned icons.