Manufacturer and style studio, CONTINO, worked with resort owner, Chartres Lodging Group, to build a new structure for boutique luxury resort Dr. Wilkinson’s Backyard Resort & Mineral Springs.
With the purpose of rethinking the full manufacturer knowledge, the new id seeks to remodel the resort into a magnificent, retail-supported vision for the long term of the hospitality business. For CONTINO founder and CCO, Jon Contino, the rebrand was an prospect to redefine hospitality and wellness, and develop a more human relationship with consumers.
“We wished to produce a sense of discovery and bring in a sturdy group around this complete new, distinctive vibe – a little something that folks could brag about to their buddies. It essential to experience high close but reasonably priced and have a ton of temperament,” he states.
CONTINO took inspiration from the assets alone and looked by way of various historic images, writings, and ads to retain the authentic quirky creative thrives built by John Wilkinson’s spouse and associate. The ultimate identity was inspired by the all-natural textures surrounding the lodge, this sort of as the heat mineral waters, steamy mud baths, grass and rough grit of the painted cement.
The result reimagines the Dr. Wilkinson’s Yard Resort & Mineral Springs brand name experience. This consists of a new brand primarily based on a rebranded edition of the basic script sort made use of in the well-known lodge neon signal, and a refresh of all of the resort’s design and style features, these kinds of as icons, styles, murals, and illustrations.
“We wished every little thing to sense extremely unfastened and organic, incredibly gestural. From the murals and background things to the h2o-like styles to the wispy, raw yet balanced really feel of the illustrations displaying abstracted figures stress-free – anything required to sense everyday and tension-free,” suggests Contino.
The agency was also tasked with redesigning how guests knowledge and move as a result of the vacation resort, educating them by way of wayfinding and signage to tell spa newcomers. Producing the very best visitor practical experience also intended the new model experienced to focus on food stuff and retail ordeals, both equally staples of a modern wellness marketplace. Contino led the branding for cafe Home of Greater and created customized packaging for collaborative spa merchandise, which include bathtub salts and at-residence spa treatment options, blankets, towels, clothes, and drinking water bottles.
“You want your company to have an expertise at your residence – to truly feel like it’s a life-style alternative. So, it was critical to allow them to purchase into the brand name the identical way they would a clothing firm. We wished visitors to acquire the brand name residence with them,” Contino states.
With each and every artistic determination, CONTINO attempted to sidestep the white and thoroughly clean cliched trends in the area. “We preferred to signify the actual factors that make Dr. Wilkinson’s Yard Vacation resort & Mineral Springs distinctive, offering every thing a experience of clay and ash, the movement of the stress-free incredibly hot water and the textures of the mud. To us, a illustration of what you really experience in this spot seemed so much far more productive than just striving to mimic yet another substantial-conclusion spa,” Contino suggests.
“Boutique establishments like Dr. Wilkinson ’s have the potential to genuinely build unforgettable ordeals that push the complete industry to new artistic heights. The way the brand speaks to its guests, the way it thinks about all the insignificant information that produce an working experience – all of this is so important to creating a legacy of loyalty, and now Dr. Wilkinson’s has that foundation to build from. Creative imagination can be a company advantage in the environment of spa resorts,” adds Contino.