Divana

Redefining wellness to propel Divana to global expansion

The Business Challenge

Divana, a renowned Thai spa brand, faced a saturated market and needed to revitalize its identity for international expansion.

The brand’s existing identity was perceived as “old-fashioned” and struggled to attract a younger, global audience, a critical demographic for growth.

The company needed to pivot its focus from services to products, creating a unified brand story and a scalable visual language to support its global ambitions.

Our Strategic Solution

We developed a new brand strategy centered on “reconnecting with nature” to leverage Divana’s core strength in holistic wellness.

This comprehensive revitalization included:

Brand Revitalization
Core Story Development
Sustainable Product & Packaging Design

Brand revitalization

We refined the Divana logotype with a lighter, more contemporary feel and developed a nature-inspired color palette and visual language to ensure brand recognition across all touchpoints.

We crafted a new narrative focused on pure, organic ingredients and quintessential Thai hospitality to serve as the foundation for all communications.

Sustainable simplicity: The product design

We developed an innovative packaging system designed with long-lasting life in mind, utilizing noble, reusable materials such as glass, wood, and fabric.

This strategic shift not only streamlined production processes but also propelled Divana toward its ambitious goals of eliminating all single-use packaging and gradually removing plastic from all products by 2030.

Our design process rigorously incorporate Life Cycle Assessments (LCA) to measure and continuously improve the environmental impact of each product, reinforcing Divana’s deep commitment to true circularity and sustainability.

The Measurable Result

The brand revitalization successfully positioned Divana for its next chapter of growth, delivering tangible results and industry recognition.

Foundation for Global Expansion: The new brand identity has been instrumental in energizing Divana’s international expansion, with the new branding now being rolled out across all global markets and online platforms. The company has announced plans to expand into ASEAN, China, and the Middle East, aiming to double its revenue to 600 million baht.

Award-Winning Design: The collaboration resulted in the Divana Room Fragrance Phenomenon collection winning a prestigious Good Design Award from Japan, a testament to the project’s design excellence and innovation.

Strengthened Brand Recognition: The client noted that the new identity was key to their expansion, stating, “The collaboration with Essential Studio has been instrumental in creating a brand identity that truly reflects our commitment to natural wellness and positions us perfectly for international expansion”.