Salt Therapy is a new trend in natural healing that is growing across the U.S. So, when the owners of Salt Remedy wanted to launch their first location in this area, they contacted The Wright Agency to develop a brand from scratch. We helped them launch not only a new business, but a new consumer concept – a salt therapy spa for adults and children that helps relieve skin and breathing conditions such as asthma, allergies and bronchitis as well as maintain general health.
Our marketing challenge was to create a brand that could quickly communicate what this was and what this was NOT. 1) It was a place not a drink; 2) it was not a health spa, but a healing spa; and 3) it was the process of inhaling and feeling salt, infused into a room to – not a restaurant.
We created visual imagery and an icon system that communicated the product, the process and the benefits through color and a careful design system. Extensive brand standards were developed to keep all vendors on the same page when it was reproduced. An advertising campaign was developed and supported with public relations since product education was a key component of our campaign strategy. Social media was used to peak interest by using “relief from” statements rather than talking about the product or process first. Putting benefits first was a key messaging strategy for this client, and it has paid off with tremendous pre-opening interest so far. Stay tuned.
February 19, 2016