MINERAL SPRINGS
Rebrand Project
The Challenge
The primary objective of this project for this academic project was to elevate Mineral Spring’s visual identity and branding. This meant creating a new colour palette, logo, brand assets and merch. I had to find a way to modernize their branding and enhance the resort’s unique personality. A significant part of this transformation included updating their brand colours. Originally, they were using blue colours that reminded me of a dentist's office or a lawyer's office.
Overall, it felt very corporate instead of relaxing and coastal. I was challenged to conduct extensive research on Mineral Springs. I looked into their services, their buildings, what made them special, their branding, their location and more. All of this information is essential to starting a branding project because you never know what unique thing about the company might inspire a design direction. Once I had determined the company’s core values and draws, I explored how to best translate their essence into a design that captures the dual qualities of coastal luxury and deep relaxation.
The Approach
Because Mineral Spring’s Resort focuses on healing, rejuvenation, relaxation and rest, I determined the target demographic for this resort to be adults. More specifically, middle-aged adults might value a relaxing, kid-free getaway more. The hotel’s location as a beachside resort with natural mineral springs was a main selling point of this resort. It was the thing that made it stand out from other beachside resorts on Vancouver Island. By identifying this target audience and the property's standout physical features, I was able to cultivate a "luxury spa" vibe. This strategic foundation directly informed every design decision, from the overall mood to the direction of the colour palette.
The Solution
To bring this brand to life, I created a refined colour palette consisting of muted, coastal colours that evoke calm and relaxation. It was important to correct the colour palette to match the luxury spa vibes that the brand was advertising on its website. Now their message and their brand colours are telling the same story. I also completely redesigned the logo using Adobe Illustrator. I based the logo on the unique arch shape of their cabins. I also added a star-like shape to represent the mineral that is the highlight of their resort. The logo is now much simpler and more luxurious to attract the right audience to the resort. Additionally, the typefaces they were using were outdated, and there was no consistent usage of them across the website. I ensured that the new typography felt contemporary and high-end to match the new brand identity.
