case study

Feel Good by Familux

Shaping a signature brand touchpoint for a luxury resort brand

The spa is the one place in a resort where time slows down. A moment to breathe, to reconnect, to feel cared for. At our long-standing client Familux Resorts, this moment has taken on a new dimension: the spa has become a signature brand touchpoint, one that embodies what makes the group so unique. That is what strong hospitality branding enables: experiences that are unmistakably tied to a brand’s positioning—impossible for any competitor to replicate.

Turning positioning into experience

Familux Resorts holds a distinct place in the market as the world’s first and only premium resort group catering exclusively to families with children. The entire brand is built around this positioning, neatly wrapped up in the tagline we created for them: “Bring your kids, find yourself.” Here, wellness is no longer just a luxury for adults—it’s a unique experience designed around the rhythms, needs, and joys of family life.

Exclusively developed treatments

The treatment menu tells the story best. Each offering was created specifically for this one-of-a-kind concept. There are craniosacral therapies to ease the physical strain carrying a baby places on young mothers. Gentle massages that help children’s digestion and breathing. Sessions where parents learn hands-on techniques to sooth their babies. Every aspect speaks the language of Familux Resorts.

A brand language extended into every detail

We designed the Feel Good by Familux logo, crafted in the visual language we had already established for the Familux brand, and created various brand applications. The identity also extended into a line of cosmetic products, gifted on arrival to guests with elevated status in the Familux loyalty program.

Brand assets that increase brand equity

What emerged is more than a spa—it is an ingredient brand within the Familux brand universe. A new asset that enriches the brand experience, strengthens the group’s competitive edge, and deepens the connection with its audience.