From local luxury to global leader: The challenge
Divana, a renowned Thai spa brand with a presence in Hong Kong, sought to revitalize its identity and position itself for international expansion.
While recognized for their luxurious treatments and dedication to sustainability, Divana faced a saturated market. To stand out, they needed a brand refresh that resonated with a younger audience, both locally and globally. This called for a core story, a distinct visual language, and a recognizable identity that could unify their product ranges and communication channels – essentially, a strong foundation for future growth.
Reconnecting with nature: The brand strategy
Divana’s core strength lies in its holistic and natural approach to wellness. The new brand strategy capitalized on this by crafting a vision that reconnected people with nature. Pure and organic ingredients, unique natural treatments, and quintessential Thai hospitality became the cornerstones of their identity.
A modern reflection: The brand revitalisation
To reflect this modern direction and emphasize brand purity, the Divana logotype received a makeover. Refined letter structures and a lighter visual weight exuded a more contemporary feel.
A nature-inspired color palette, along with a specially curated package of photos and illustrations, ensured immediate brand recognition across all touchpoints, from social media to product packaging.
Sustainable simplicity: The product design
Divana’s packaging concept embraced sustainability, circularity, and clean design. A clear, color-coded system enhanced consistency while streamlining production processes for both packaging and labels.
“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. The new visual language is not only beautiful but also highly functional, allowing us to communicate effectively with our customers worldwide.”
— Taneth Jiraswakedelok, Brand Lead, Divana
Global expansion awaits
The revitalized brand identity is now being rolled out across packaging, online platforms, and physical stores in all Divana markets. With a strong foundation in place, Divana is poised to take its holistic approach to wellness to the world stage.
Team
Sébastien Maleville
Creative Director
Talit Techavanvekin
Product designer
Kachonyot Yaempradit
Lead brand & graphic designer
Tanat Limsakdakul
Product designer
Preejarumon Kawemanee
Digital designer