Green Day Spa Branding
Green Day Spa is a small Day Spa Service located in Addis Ababa, Ethiopia. They've named them selves after a lively color, well...for obvious reasons. It was such a broad idea to concentrate a brand around the word "Green" but it also gave wide area for imagination and creativity to breathe. They haven't been well established and were on a verge of extinguishing their identities before they contacted me, that also provided space for creative licensing.
As every branding process we've started on researching and understanding their interest, goal and message.
We've narrowed their traits to lively, vibrant and calm.
They've faced lack of distinction, ambiguity (as a Spa), Logo to be visually called by.
And then we got to the design phase, color palette choice and logo sketch ups. Chose a lively green with lime colored highlights for their logo and orange for warm and fruity function across other elements.
A little Maths helped out to some level:
Narrrowed logos down to
Even tho my personal favourite is the first one...idea extracted from a rolled yoga mat as a tunneling to a lively clear white. They chose the last leaf,eye, and "relaxing man" as their motto was "Mind your Body". I didn't forget that but i went to a little more abstract approach.
Later on we decided to be done with flyers and business cards designing that can be sent out to hotels,pedestrians, etc...
We went on with abstract sharp leaves as patterns to highlight the brand. No matter how it's unusual to use sharp random scaled shapes as patterns, we decided it's splatter and used the demanding attribute as a statement of "liveliness as a rule".
In the following designs you'll notice this put to practice.
This were all accepted and now in use. Given the value of masculinity missing in their flyers, in order to balance it we decided on having 3 of different designs depending on the gender(if the person in contact is male ) of the client and the purpose of the business card (found on desk in spa or hotels).
Ergo what you'll see unfold before you:
After few iterations the one's you see below were chosen:
Later on there had to be a banner, these are proposed works for that:
A little skeptic i see...apologies for the seams, they were used to demo the idea for a 3 way slice of that banner for smaller versions, but joined is, as they look with out the seam. Color changes across seams are made on purpose too. Never the less a more scrap book style of the banner was chosen, more in continuity with brand plans.
They also had a business plan with promotional discounts made out through gift cards, designing that had fewer iterations:
We've later on classified the menu depending on the services they give. And the design is:
Isn't it sad you notice things well after months of delivery? There are ,of course, things that could've been done better, but I hope it inspired to some level and was fun navigating through my work flow.
Thank You!
