The objective for epique Massage was to create and develop a complete company brand that would complement the Darque Tan brand, as epique Massage locations were to be integrated into existing Darque Tan salons. The brand needed to have a “name brand” look and feel, exude luxury, and be comprised of simple, streamlined elements.
The client required that we create the epique Massage brand completely independent from that of Darque Tan. However, as epique studios were being incorporated into existing Darque Tan salons, the new brand needed to effectively complement the Darque Tan brand as a harmonizing extension.
The project began with our copywriting service, company naming, into which we integrated the Darque Tan “Q.” The unique spelling was easy to trademark, and we were able to cleverly design the company logo using “e,” the first and last letters of the name. We harmonized the two brands by coordinating epique’s color scheme with Darque Tan’s interior design theme. The use of golds and dark browns complement Darque Tan’s interiors and yet are distinctive enough to give the brand its own identity. Elegant price boards and appointment cards were designed to match the upscale, luxurious studio interior. Custom photography is integrated into the entire brand theme: window graphics, billboard, introductory email, promo cards, thank you cards, two versions of tip cards, website, etc.
Demand for spa services is driven by personal income and demographic trends. Women make up about 60 percent of US spa customers. The average spa customer is in her 40s, white, a college graduate, and earns between $50,000 and $150,000 per year, according to the International Spa Association. Spa customers are often segmented into several categories. The “spa virgin,” or new spa goer, tends to be uneasy about the spa experience and may only choose a single treatment based on price. The mid-level or core spa-goer, who incorporates spa visits into a wellness and lifestyle regimen, may visit a spa two to three times a year or more. There are about 140 million spa visits each year; some 32 million people visit spas regularly.
We successfully accomplished two separate goals with this branding project. 1) We created a brand image that connotes luxury with a “name brand” feel. The brand theme, though comprised of simple, streamlined elements, has a lavish, opulent look highlighted by a rich color scheme that appeals to both male and female clientele. 2) Though the brand theme complements that of Darque Tan in order to work in conjunction with the salons, we developed the brand completely with its own identity so the studios can operate independently as well.
Spa Visits on Rise – Customer visits to spas in the US increased about 5 percent to 150 million in 2010 compared to 2009, according to industry research released by the International Spa Association in October 2011. The trade association’s research showed that four primary treatments accounted for about 80 percent of industry sales: massage and bodywork, skincare, hair, and nails. Retail sales accounted for 11 percent of total revenue, down slightly from the previous year. Day spas account for about 80 percent of industry establishments; resort and hotel spas make up 9 percent of the industry.