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.

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.

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.

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.

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.

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.

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.