Rebranding
Saré Wellness
A complete rebrand for Saré Wellness, a family-run boutique wellness destination nestled in the nature of Het Hulsbeek for over forty years. A place with a rich history, loyal guests and a distinctive approach to wellness: calm, pure, personal, close to nature and rooted in quality. We captured that essence in one simple thought: wellness in its purest form. We developed a new brand strategy and visual identity that bring the essence of Saré into sharper focus and prepare the brand for its next chapter. A refined, contemporary brand experience that builds on Saré’s history and values, while connecting with the new audience the brand wants to attract moving forward.
Scope: Brand strategy, creative direction, visual identity & brand collateral
The strategy started with defining what has made Saré distinctive for more than forty years, and how those qualities could be carried into the next chapter of the brand. We explored the vision, values, market, tone of voice and different audience groups, and defined which audience should lead the direction of the rebrand. This created a clear foundation that keeps Saré’s familiar warmth, quality and intimate character at the heart of a more contemporary and refined brand experience.
Rooted in the landscape of Het Hulsbeek, the visual identity reflects the place Saré has called home for over forty years. Two flowing S-shapes form the brandmark, drawing on water, rising steam and the soft contours of the surrounding landscape. Its balanced form captures the feeling at the heart of Saré: slowing down, finding calm and restoring balance. The same natural sensibility carries through the wider identity, from a palette of earthy, muted tones to a graphic language shaped by nature.
