Design Director: Thnadech Kummontol
Project Type: Concept
Client: Legend of Spa
Location: London, United Kingdom
For over 20 years, Legend of Spa has manufactured and supplied spa products to hotels and resort spas in Thailand. They started the business with their signature massage oil, a family recipe for more than half a century. As part of their expansion policy, they will now also be distributing their new range to major department stores and boutique stores throughout Thailand.
Initially, their packaging look and feel captured an artisanal charm and authenticity that alluded to their humble beginnings. However, to cut through the noise of competitors in this high-end luxury category and to generate new users, both the packaging and design needed an overhaul.
The redesign of the packaging started with changing their logo: The meaningless leaf icon evolved into a lotus flower representing healing, beauty and purity. It was created as an emblem/badge to retain authenticity and engender re-assurance. Original product benefits from the old packaging were retained for their old-world charm.
The design reinterprets and updates a classic design tradition, and is inspired by the rich, colourful floral patterns created on South East Asian batik sarongs to enhance the sensorial aspect (associations of bright florals evoke the fresh fragrance of Summer).