Reimagining wellness. Renewing city spirits.
The ReBalance Bath Festival of Wellbeing is a three-week event in Bath, UK, promoting holistic wellness. It offers diverse spa treatments and activities utilising the city’s thermal water resources, blending tradition with modernity. It aims to revitalise Bath’s identity as a premier destination for wellness, emphasising relaxation, community engagement, and overall wellbeing.
Challenge
Bath, renowned as the No.1 spa city in the UK, faced the challenge of redefining its identity as a modern wellbeing destination. Despite its historical significance, the city needed to revitalise its connection to wellness beyond traditional spa treatments. The goal was to transform Bath into the UK’s premier destination for holistic wellbeing experiences, leveraging its heritage while embracing contemporary approaches.
Approach
Our approach centred on sidestepping the clichés typically linked with wellness branding, steering clear of overused elements like stacked stones, lotus flowers, and contrived yoga poses. We recognised the need for an identity that transcends these worn-out symbols and instead embodies a contemporary, vibrant, and authentic spirit. By rejecting the predictable tropes, we delved into uncharted creative territory, embracing innovative visual concepts that reflect the dynamic essence of wellness in a way that feels thoroughly modern, fresh, and captivating.
Solution
We conceptualised a dynamic ripple motif inspired by the Visit Bath logo, symbolising the ever-changing nature of ‘wellness.’ This motif visually captures the essence of continual growth and transformation. To reinforce the connection with Bath Bid, a prominent local initiative, we integrated a refined logotype reminiscent of the Bath Bid logo. This strategic fusion not only signifies the evolution of wellness but also communicates the clear association with Bath Bid, underlining the initiative’s local identity and community-driven approach.