Background:

Sabai was a new spa in the trendy Uptown area of Minneapolis. They offer a range of services with roots in Asian and Indian practices including acupuncture, yoga classes, and a variety of other offerings. The market was already saturated with spas and salons, so this client needed to show the public that they are not a typical spa.

The owners of Sabai were disappointed in their original logo and business card design. It was hard to read and didn't communicate anything about the character of the business.

Before:

Process:

The challenge here was using the saturated jewel-tones from two rich cultures without looking too obnoxious or seedy. Pulling shape elements from Indian temples and colors from Asian heritage, the new identity accomplishes all the objectives. Calling the spa a "body temple" and using the tagline "worship yourself" give a quick and accurate summary of the experiences offered at Sabai.

After:

Alina's Feedback:

I can't help but wonder what the thought process was behind the original logo and business cards for Sabai Body Temple. As Caityee said, it's extremely hard to read due to the equal tonality of the type and background. All the colors are in the drab, cool range which made me think of concrete... not exactly the effect and statement a spa is trying to achieve about their services. If you look closely, you can also see that the type runs out of space within the circle, so it gives the impression of poor spatial planning and an amateurish approach.

I like the colors, shapes and layout of Caityee's redesign. I can see the blending of Asian and Indian cultures (a bit more Indian), so the entire branding is in character with their philosophies. I think the warm and vibrant hues will help distinguish their business from other spa branding that can often tend to be soft and muted earth and water colors.