Date: August 2016

Eye-catching packaging and an immersive website for a new luxury spa.

Gaia Spa is a new holistic retreat on the edge of Dartmoor, set within the grounds of 16th century Boringdon Hall. Focusing on personal healing and harmony with nature, Gaia needed to communicate its combination of organic simplicity and spa luxury. Working with the spa from its early stages, we carried out comprehensive marketing including packaging design, branding, photography, illustration and website design and development.

Gaia Spa beauty products, including tubs of moisturiser and bottles of bath oil.

Packaging

We created a range of packaging to match the natural ethos of the spa. Body and bath scrubs, creams and oils complete the first range of products used in the spa and available to purchase online.

Sales of Gaia products have outsold their counterparts in the spa twice over in a successful first season. Our packaging design for Gaia’s Awakening Body Oil was Highly Commended in the ‘Best New Design & Packaging’ category at the 2016 Pure Beauty Awards.

Gaia Spa products from the top down. Gaia Spa body cream and body scrub.
Bottles of Gaia Spa oils.
Bottles of Gaia body lotion and wash, and shampoo and conditioner.

Working with nature

After the packaging designs were finished, we art-directed a photoshoot of the new products with the ingredients they contain to emphasise the natural and honest character of Gaia Spa. This was all done while the products were still in development to collate a bank of marketing images ready to use once the product was launched.

A bottle of Gaia body oil surrounded by oranges, coconuts and mint. A bottle of Gaia body lotion, next to a sprig of mint, rosemary leaves and lemon. A pot of Gaia body scrub beside a wooden scoop of salt and lavender.
An illustration for Gaia Spa, showing the goddess Gaia surrounded by plants and birds.

Illustration

The spa takes its name from Gaia, the ancient goddess of the earth. We commissioned an illustration depicting Gaia herself surrounded by plants, vines and birds in earthy-green tones. We then applied sections of the design to packaging and the spa website to form a holistic brand identity. Elements of the illustration have also been featured in the spa’s interior design.

An illustration of a vine. An illustration of a tree with vines and flowers. An illustration of a bird and some flowers. An illustration of a woman climbing a vine.
A woman swimming in a tranquil lake.

Photography

With the spa and products still in development, compelling photography played a vital role in the pre-launch marketing materials. We wrote the brief and supplied mood boards for a photoshoot that drew a parallel between Gaia Spa and the natural environment.

Bare feet walking on a wooden pontoon over a lake. A tree canopy overhangs a calm lake on which floats a small boat. A woman leans against a tree in the woods. A woman brushes her hand against long grass as she walks through a field.
The Gaia Spa homepage mocked up on mobile.
The Gaia Spa treatments website page mocked up on mobile.
A treatment page from the Gaia Spa website mocked up on mobile.

Website

Following a comprehensive UX workshop, we designed and built the website to be an immersive experience fitting with the ethos of Gaia Spa and its products. Large imagery, white space and hints of illustration create a tranquil layout that reflects the brand values. We then implemented these web assets on Gaia’s ecommerce platform to create a seamless digital experience.

The Gaia Spa website menu mocked up on a tablet.
The Gaia Spa website treatment page mocked up on tablet.
The Gaia Spa website homepage.

Animation by Lightbox Inc.

Diane Nettleton, Director, Gaia Spa

Gaia Spa have worked with Nixon to launch the Gaia Boringdon website and the Gaia brand product line. We found that they could interpret our vision and bring it to life using valuable discussions and presentations, and they were great to work with, making changes as our brand evolved.