PREMIER SPA CASTLE
Premier Spa Castle is a 38,000-square-foot luxury spa located in Midtown Manhattan on 57th Street between Lexington Ave and Park Ave. As C-Castle Group’s first premium extension of the renowned Spa Castle brand, it merges traditional bathhouse culture with modern design, offering a unique wellness and relaxation experience in the heart of the city. The three-level facility features a rooftop hydrotherapy pool, multiple hydrotherapy pools with varying temperatures and pressures, themed saunas, luxury treatment rooms, an Aqua Bar, and a café & lounge.
Solution
Positioned Premier Spa Castle as an “urban oasis for wellness” by preserving Spa Castle’s strong brand equity while introducing a refined luxury identity. The updated logo maintained the original form but incorporated a leaf and seven stars — the stars symbolizing “eternity” and “completion,” and the leaf’s gentle curves representing an elevated wellness experience. This identity was applied consistently across all brand touchpoints, including indoor and outdoor signage, menus, brochures, packaging, advertising, and digital content.
Brand Identity Development
The scope covered branding and logo design, indoor & outdoor signage (façade, wayfinding, illuminated signs), TV and print menus, brochures, packaging, advertising (magazine, newspaper, outdoor), seasonal and event-based promotions (Valentine’s Day, Mother’s Day, Father’s Day, etc.), website and mobile UI, and social media content. Design principles were established around consistency, scalability, and tactile luxury, with material guidelines featuring metallic details, specialty printing, and premium paper stocks. A modular visual system was developed to enable fast, efficient seasonal campaign rollouts while maintaining brand cohesion.
Leadership and Role
Collaboration and Management
Working closely with production partners in the U.S. and South Korea, as well as corporate executives and general managers on-site, we managed and supervised every detail — from creative development to manufacturing, global shipping, and on-site installation — ensuring seamless execution and exceptional quality.
