This project involved the rebrand and repositioning of 2 thermal complexes, with different hotel units.
Today, in Portugal, the thermal environment is strongly associated with old people and health issues. The new identity was supposed to create a new, younger and more sophisticated thermal idea.
We believe that typography plays an important role to organize the full brand spectrum, while positioning the brand.
So we’ve chosen an elegant style, with modern influences, to boost the timeless classic elegance and transform the “Thermal prejudices” into something aspirational. The small “water drop” takes us to the origin of the “resorts”: water.