Beauty and wellness spaBranding

A brand you feel before you touch it

Brand identity with its own manual, applications across uniform, robe, product, interior and vehicle, and a bilingual website for a beauty and wellness spa in Palm Bay, Florida.

Client: Kika's Spa
Business type: Beauty and wellness spa
Service area: Branding
Location: Palm Bay, Florida
Year: 2026

Services delivered

Brand Design
Identity Manual
Stationery
Product Packaging
Uniforms & Textiles
Interior Signage
Vehicle Wrap
Promotional Materials
Bilingual Web Design
Hosting & Deployment

7applications resolved in the manual, from business card to vehicle: uniform, robe, product, interior and promotional stands

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The challenge

A spa sells a feeling, and the feeling is built from what the client sees and touches: the robe, the towel, the bottle, the door, the table. Kika's took care of every one of those moments inside the space, but the brand wrapping them wasn't written down anywhere. Each supplier —the one embroidering the uniform, the one printing the label, the one wrapping the van— solved it their own way, and the result was a brand that shifted in tone depending on who had touched it last. What was missing was the rule that made all of it feel like one place.

What we did

We started from the idea the business rests on: calm. The mark is set in a classically inspired serif, lowercase, with the “S P A” descriptor opened up beneath it and two curved lines closing it like water settling. Everything else comes from there —the waves in the graphic system are that same stroke, repeated—. We documented it in a twenty-four-page manual: construction on a grid, clear space measured in the “A”, the reduction scale down to 25% where the symbol takes over, two color ranges with their split written down, and eight ways to break the brand drawn out so nobody has to discover them on their own. Then we brought it down to what gets touched: business card, uniform, robe, the product line, interior signage, promotional stands and the van. And on that base we built their bilingual website.

The result

A brand that no longer depends on who applies it: the uniform embroidery, the soap label and the van vinyl all come from the same file and the same rule. The client walks in, puts on the robe, takes the product home, and all of it speaks in the same voice —which was, from the start, what the spa was about—. The bilingual site, now in its launch phase, closes the loop on the one surface still missing: the screen.

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The brand manual

The manual was delivered to the client in Spanish; the pages shown here are the originals.

A lowercase serif and two curves

The name is set in a classically inspired serif, with stylized strokes and soft curves, and it runs lowercase on purpose: that's what lets the brand read as current without giving up elegance. Below it, the “S P A” descriptor with its letters widely spaced so it can breathe, and two curved lines closing the composition. The construction is fixed on a grid, and the manual is blunt about one thing: every application uses the official file, never a hand-rebuilt version.

The “A” that measures the air

The protection zone isn't eyeballed: it equals the “A” at 31 points —the same letter used to build the mark— and that margin stays clear on all four sides. The reduction is tested too. Down to 50% the full logo still reads; between 50% and 35% the simplified versions take over; and below 25% it stops shrinking altogether: that's where the symbol works alone.

Four versions for four sizes

The full logo —name, descriptor and curves— is the primary version and is used wherever space allows. The wordmark keeps only the name when something simpler is needed. The symbol, the “k” inside its circle, works independently for social media, embroidery, stamps and labels. And the bare “k” closes the series for formats where nothing else fits.

Two ranges: pink leads, green supports

The main pink is the brand's color —logo, details, feature pieces— and the light pink carries the backgrounds, cards and stationery. The green range comes after: mid green only in specific spots, for supports and secondary details, and dark green for backgrounds, contrasts and alternate versions. Every color arrives with its usage table and its note, so the question “does this one go here?” is answered before it comes up.

Behind The Nineties, and where not to use it

The brand typeface is a retro-modern serif with uniform strokes and rounded terminals, in Regular, Medium and Bold. The manual reserves it for titles, short phrases and pieces where the brand needs presence —and warns against the opposite just as clearly—: not for long text, because that's where reading suffers. For extended information, contact details and documents, a simpler secondary face.

The waves come from the logo itself

The graphic system wasn't invented separately: it's the mark's own curve, repeated. It shows up in three forms —the loose line that underscores a text or finishes a piece, the wavy transparent backgrounds that carry the calm, and a two-color curve texture for compositions that ask for more presence—. The rule governing them is the same in all three cases: never at the cost of the mark's contrast.

Eight ways to break it

The manual devotes a full page to what isn't done, drawn out rather than merely stated: changing proportions, touching the corporate colors, swapping the typeface, rotating or tilting, adding effects, scrambling the elements, stretching, and publishing at low resolution. They're not there to limit whoever is designing, but so the brand survives the hands it's going to pass through.