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Serenity The Art of Well Being

A story rooted in the pillars of health and wellbeing resulted in this award-winning luxury brand in the wellness sector.

Working side by side with the Marketing team of UIP – United Investments Portugal we shaped a new and exciting product to deploy in the properties managed by this group: a luxury brand in the health and wellness sector, Serenity – the Art of Well Being.

Uncovering a brand story was the first challenge to address: a story that reflected the high standard practices and products but, more importantly, that inspired people towards an attitude of reflection upon their inner self. Inspired by oriental philosophy principles we looked for three pillars that stood as the basis for the concept: heart, mind and body. “The Art of Well Being” was coined as the path leading to the mastery of these pillars. To attain the state of serenity.   

Following the initial research stage and working in this enticing brand story, we went on to define the brand identity and its visual universe – a universe inhabited by relaxing sceneries and a calming colour palette with a touch of gold. A representation of the path where one indulges in the Art of Well Being as a means to achieve a well balanced life.

The project continues on a day to day basis as we watch the brand grow in the two luxury resorts where it is now present in Portugal, receiving renowned awards both at national and international levels.

Pursuit of serenity

The brand represents a process leading to a transformation of the inner self. We defined these three pillars of the concept as the driving forces to work during the pursuit of Serenity.

Heart

The heart is a canvas to fill with warm and relaxing colors. Its contours are the bonds that bring us together. Grow them stronger – the ones with family, friends and your self. Share experiences with the ones close to you: stories, moments and emotions.

Mind

A walk on the beach or a relaxing treatment are excellent stages to allow your mind to rejuvenate and find serenity. It’s finding the balance in your inner self through the harmony of colours and shapes within us – and allowing it to be the echo of a meaningful life.

Body

In architecture, the body is the materialisation, the reflection of a concept. Embody ‘The Art of Well Being’ – an holistic approach to your physical condition that includes exercise, massages and body treatments together with healthy eating habits that will contribute to your self-awareness.

Application

The logotype is built from a geometric representation of the lotus flower. Beige, white and light gray traverse the visual universe of the brand as they are applied to brochures, stationary, product packaging, signage, menus and outdoors.

White space is used thoroughly to convey this sense of calmness – simplicity is key to a meaningful life.

Photography

For its launching, we did a photoshoot focused on the interior design and architectural details of the first brand store at Pine Cliffs, a Luxury Collection Resort.