Brand Identity Design for The Orchid – a natural spa and wellness center. The spa features a botanical garden and hot stone treatments, which both provided fitting inspiration for the colour palette and tone we wanted to convey, with natural green, sand, ivory and slate grey.
Tucking ‘The’ inside the ‘O’ of Orchid ensures attention is not focused on the word ‘the’, and ensured the aesthetic balance of the logo wasn’t thrown off in efforts to include it. A flowing ligature between the ‘R’ and ‘C’ softens the logo, while a stylised treatment for the ‘H’ ‘I’ and ‘D’ ensures these characters interact with each other in an interesting way.
The submark combines the first 3 letters to form an abreviated version of the brandname, which provides a versatile option for a range of situations where the primary logo could be replaced by the submark. We also created a repeating pattern based on the submark.
Case Study
Opportunity
A crowded wellness market full of generic “green + script” spas left space for a nature-rooted luxury brand that feels restorative and rare — not rustic.
Objectives
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Elevate perceived value and exclusivity.
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Express a calm, sensory experience before a word is read.
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Build a versatile system suitable for signage, robes, menus, and digital booking.
Insight & Strategy
Guests don’t just buy treatments; they seek reset rituals. Position The Orchid as a sanctuary where botany and thermal therapy meet — quiet luxury, drawn from nature. This led to a high-contrast serif wordmark (poise), a secondary monogram for small spaces, and a muted palette drawn from the botanical garden (green, sand, ivory) and hot stones (slate).
Identity Solution
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Wordmark: Elegant, high-contrast serif with controlled curves evokes grace and care while remaining modern.
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Monogram: Stacked initials for embroidery and compact digital uses.
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Palette: Botanical green + sand/ivory neutrals signal warmth and purity; slate anchors the “stone” narrative.
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Imagery: Soft, desaturated foliage and stone textures create an immediate sensory bridge to the spa experience.
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System: Clear spacing/min sizes ensure legibility on textured substrates (linen, stone, frosted glass).
Competitive Edge Now
The Orchid presents a distinctive, instantly recognisable calm — premium without clichés. The system’s restraint and typography improve wayfinding and menu readability while the monogram enables refined applications (robes, amenity seals), reinforcing memory and perceived quality.
What This Enables
The brand is now ideally positioned to command premium pricing, attract wellness travellers, and extend into own-label products (oils, candles, teas) without diluting coherence — a scalable identity that can live across environments, print, and digital with equal clarity.
