POSITIVE

Positioned on Fulham’s iconic riverside location, Sæl Spa is a new ultra-lux destination for holistic fitness, treatments and recovery. Hijinks built the brand from the ground up, from naming to logo design to shaping how the brand exists in the physical space across treatment menus, brochures and branded merchandise as well as their website and social channels.

The architectural heritage and embodiment of the Old English word “sǣl”, meaning calm, happy, or blessed, is woven through every detail of the spa story. From the shapes of the logomark being inspired by the curves of the river, to the colour palette mimicking the surrounding natural materials. We even used Doves Press, a typeface that was lost in the Thames centuries before, but one that mudlarkers still find today, connecting history to the luxury.

Accompanying the design elements is a warm, assured and emotive tone of voice that harmonises the heritage and modernity of a space where performance meets stillness on the banks of the Thames.