When one of the world’s most iconic skincare houses, Shiseido, chose to open its very first dedicated Spa in Eastern Europe, the challenge was more than design and working close with the architects – it was about building a uniquely refined brand universe. And it turned out to be a multiple internationally awarded wellness brand.

We designed a brand “look &feel” that seamlessly aligned with Shiseido’s brand philosophy and timeless Japanese values, while harmonizing with Stejarii’s positioning as a refined wellness destination.

The creative vision went beyond simple aesthetics. We gave life to a luxurious, poetic brand essence — an identity infused with “noblesse prestige,” theatrical elegance, and contemporary sophistication. The concept embodied a Japanese fusion design enhanced with a modern twist, where the rhythm of day and night and the cocooning warmth of wood weave converged to create an unforgettable sensory journey.
As architects of this brand, we meticulously crafted every element: from brand story, values, personality, tone of voice, to collaterals, spa brochures, visual storytelling and web presence. Parallel to building the identity, we engineered a comprehensive communication strategy tailored for both the pre-opening buzz and the launch momentum.

Our approach was multi-layered and innovative, combining strategic precision with creative flair. From an intriguing teaser campaign with a dedicated mini-website, to captivating advertising (online & offline) and media media partnerships. From engaging PR events to an integrated multi-channel advertising mix to make our story brand break the ice.

Post-launch, we extended the brand’s resonance with a year-long communication strategy with a mix of communication tactics, designed to sustain visibility, drive preference, and deepen loyalty. The goal was to ensure our brand not only made a powerful entrance but also remained a lasting benchmark of international excellence in Romania.

Through this journey, we did not simply create a brand — we crafted a legacy: Shiseido Spa at Stejarii Country Club, the embodiment of prestige, poetry, and Japanese-inspired sophistication in Eastern Europe.