Cloud Massage - Home Spa Rebirth
Cloud Massage needed a fresh identity that would transform it from a stale, outdated brand to a modern, inviting at-home wellness solution. The goal was to reposition the brand as more than just a foot massager, but as an essential part of a home spa experience. By incorporating earthy retreat tones and a soothing visual language, we crafted a warm, accessible brand that speaks to consumers seeking relaxation, self-care, and a moment of tranquility in their everyday lives.
Services provided:
Creative Direction
Creative Tone of Voice
Art Direction
Photography Direction
With Assistance by:
Brand Book Design by Logan Barteky
Copywriting by Mark Hoban
Challenge
Cloud Massage faced the challenge of updating its outdated and uninspiring brand identity to appeal to today’s wellness-driven consumers. The foot massager was seen as a functional product rather than a wellness experience. The goal was to rebrand it as an essential part of an at-home spa routine that exudes comfort and luxury.
Idea
The rebranding strategy repositioned Cloud Massage as a luxurious, at-home spa experience. This was achieved by incorporating darker earthy tones that evoke relaxation and serenity, combined with unique design callouts that highlighted the product's therapeutic benefits. Soft, natural colors and calming design elements, along with inviting typography and imagery, helped create an atmosphere of warmth and tranquility. Pre-implementation testing confirmed a strong positive response to this refreshed aesthetic, indicating that the new direction was on point with the target audience.
Outcome
The rebranding proved to be a success with the current customer base. Pre-implementation testing validated the direction, however launch was delayed due to company shifts and re-positions. The new design not only attracted new customers but also strengthened the brand’s connection with its existing audience, positioning Cloud Massage as a go-to choice for relaxation and home spa indulgence.
