A harmonious balance
Category
Lifestyle
Deliverables
Brand Concept
Visual Identity
Print Design
Digital Assets
Image Library
The challenge —
To create a distinctive and authentic wellness spa brand for the world’s most prestigious cruise line. Adora cruises first Chinese-built ship, the iconic Adora Magic City took its maiden voyage early in 2024 across the seas of Asia.
Harmony spa and beauty clinic strived to create a one-of-a-kind experience across beauty, relaxation and healing, engaging the senses of mind and body, and needed to appeal to a luxury seeking, well travelled and high income target audience.
The approach —
Using a concept of balance, the new brand drew on the practices of traditional Chinese medicine, whilst embracing new technologies, the latest facilities and high-end beauty brands. A harmonious balance of the ancient and modern, the holistic and scientific, of yin and yang. We had to find a solution that avoided cultural cliches, instead retaining authenticity to connect with a discerning audience.
All our communications and collateral needed to be designed with 2 languages in mind, as each asset would be produced in English and Mandarin, so a consistency across all layouts was integral to the overarching symmetry and balance.
The solution —
The visual identity used broad, ink-black brush strokes to represent the traditional Mandarin Chinese symbol for harmony, and also as abstract shapes to bring texture and graphic detail. A rich red accent colour was introduced, associated with the element of fire representing life, vitality and light, as well as luck and abundance.
Just like the cultural tradition of stacking pebbles and stones for meditation and spiritual practices, type is vertically aligned to create a sense of calm and balance, and the organic, zen-like imagery is kept soft. Mind, body and spirit is always at the forefront of the aesthetics.
Brand assets included high-quality printed brochures and menus, using emboss and gold foil technique, that would be used across key customer touchpoints in the onboard spa. Digital assets included onboard advertising and touch-screen menus completing the immersive brand experience.
