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For this conceptual brand, I want to propose the idea of creating a space that borrows and merges the concept of
IKEA, a spa, and themed Instagram
rooms. In this, consumers will be able to browse through a catalogue of Instagram worthy bathrooms that
come equipped with luxurious bath amenities for a private spa session.
Who is the company to potential customers?
This particular brand is a place of excitement and a buzzworthy environment worth talking about. It is a place
where people can go for a quick getaway. Think of it like IKEA, where people walk around and browse through
different concepts (and in this case, it's a bathroom). Once they find one they like, they can choose to rent it
for an hour or two and treat themselves to a bath.
Why might this company entice someone to purchase this service?
With Instagram being a popular social media platform, many users are looking for Instagran-worthy spots to hang
out. Additionally, for those who are looking for something to spruce up their me-time, yet lack access to a bath,
this is an opportunity to bring the two worlds together. As such, this brand is something that would speak to
people with such an interest in hot-spots around the city.
Where did this idea come from?
With the popularity of modern highrises, showers have become the norm and baths are a thing of the past. For
people who don't have access to the luxury of taking a bath, this is the perfect place for them to do so at their
own discretion. From the bathroom environment to the bath products, everything is customizable to an extent,
making this place a perfect chameleon to match our customer's mood.
Customer Persona
The Basics
Ashley is a 24 year old female with a double degree in Marketing and Digital Journalism from Monash University.
Originally hailing from Melbourne, Australia, Ashley has moved overseas to Vancouver, Canada in pursuit of the
blooming tech industry. Ashley enjoys cultivating her social media presence and growing her followers by taking
them on a tour of her visiting and promoting hot-finds around the city.
With her frequent use of technology during her undergraduate degree, and exercising her voice through
digital journalism, Ashley is trained as an early adopter. Thus, she finds herself at the forefront of
upcoming trends that she finds exciting. Based on her skill assets and interest, Ashley looks for excitement
in everyday life that gets her searching for the most buzzworthy activities that pop up around her.
Professional Life
Ashley is the Social Media Coordinator and a Journalist at DailyHive Vancouver. She is passionate in
connecting with immediate communities and influencers that have an interest for finding the 'next' local
destination. As her job is relevant to her side hobbies, Ashley often finds herself bridging the connection
made from networking on both sides, helping her further the exposure gained through social media presence.
Goals
As a consumer, Ashley's goals are...
To find a local spot within the city that has the potential to be 'the next big thing'.
Create strong networks within the industry that help elevate Ashley's position within the industry
Promote worthy locations that will also generate discussion within the communities she's part of.
How to find Ashley
In order to connect the brand with customers like Ashley, the identity needs to be fun and modern before it
can present itself as a contender worthy of Instagram-chatter. As Ashley is a Journalist, a digital presence
is a
must in order to captivate the attention of digital natives, as well as target audiences, who particularly
spend a large amount of time on social media.
Brand Identity
Fonts
To best suit the appearance of the brand and the purpose, I want to utilize font and bodycopy that strikes a
balance between fun and modern. Here are some of the Brush and Monospaced fonts I would consider.
Taking inspiration from themed Instagram rooms, I want each bathroom to have a distinct feel to it, giving
consumers the option to pick the room that best suits their mood.
Justifications
While there are conventional elements to a traditional spa, the overall art direction drives the branding
towards a modern and intimate setting. With the use of black and pink, think of it as room with dim lighting and
soft ambient music. The brush stroke typeface is to reinforce the playful aspect of the branding concept and the
variety of concept rooms provided through the service, while the monospaced type ties in the modern minimalist
aesthetic.
