Naming, corporate identity and communication for spa, bath and beauty service for H10 Hotels. This service works as a system of franchises inside the hotels, and the services offered depend on the hotel configuration. The client asked us to highlight this aspect and generate an identity clearly different from that of the hotels. It was also important to create a corporate image which could avoid the oriental convention regularly used by many of the other brands in the market. After analyzing the main values, we chose the concept of slow lifestyle as the core brand idea. That’s why we chose Despacio as a name for the project. This adjective means ‘slow’ in spanish and it also contains the word ‘spa’ within it.
As for the art direction, we chose a black and white image, iconic and elegant, showing water and beauty elements through while portraying the human body, and using a visual vocabulary which is closer to a fashion language than to the regularly used by spa service brands. In this manner, the corporate identity represents a distinguished, powerful and memorable brand, clearly differentiated from the hotel and its competitors.