Four Pillars Hotels needed to create a luxury brand in the crowded spa market. Inspired by nature, our marque simply and elegantly sums up Spa 6's offering.

The Brief

UK consumers make an estimated six million visits to spas in Britain each year, so when Four Pillars launched their luxury spa at their Cotswold Water Park Hotel, it was crucial that we gave it a brand that would reflect its contemporary, luxury facilities and give it the edge over the competition. It also needed to complement the brand identity we’d already created for the Cotswold Water Park Resort, as the two would need to work in conjunction.

The Solution

Named after the hotel’s ‘Lake 6’, Spa 6 needed an identity that reflected its stunning natural surroundings, as well as the contemporary facilities. The logo features a Nautilus shell for the number 6, which as well as being aesthetically pleasing, is symbolic of the lake. Uncomplicated and elegant, it met the brief perfectly. Its unique appeal works in inconjunction with the Cotswold Water Park resort identity, yet stands out from the competition. It’s instantly identifiable and works effectively across all the spa’s collateral, from signage to stationary to promotional materials.

The Result

A pre-opening membership target of 30% was set and met well before Spa 6 opened. Local community awareness of Spa 6 and the overall resort facilities were judged to be pleasingly high. Direct marketing and local advertising were deemed to be well targetted. The demographic and quality of interest for applications matched expectations. On opening, membership approvals and pipeline membership where ahead of target but comfortably manageable. Spa 6 is set to provide a great experience and build a loyal and valued membership base.