THE REFRESHMENT CLUB™
purveyors of ideas.
Our approach
We have over 15 years experience in creating consumer brands and taking the to market. We have been privileged to work with Nasdaq listed companies, top consumer brands like Danone, to Founders with a vision. Below we have outline how we can help CITY HYDRATION enter the market and scale.
A. Brand Positioning
The wellness space is evolving into the new definition of luxury, with people willing to invest in experiences that bring balance and meaning to their lives. This brand has the opportunity to stand apart not by chasing trends, but by crafting a refined, culturally attuned experience that feels intentional and lasting. At its heart, this is about creating space to pause. The name, the identity, the narrativeeverything should embody that sense of considered luxury with authenticity and soul.
Onboarding & Insight Harvesting
SEPTEMBER 15 - 20
We immerse ourselves in your vision and the essence of your wellness center. Through a series of “Insight Harvesting Exercises,” we identify the emotional, sensory, and cultural cues that will define the brand.
Market & Competitor Analysis
SEPTEMBER 22 - OCTOBER 02
We analyze the wellness landscape, studying competitors and cultural trends to carve out a distinct position. This includes evaluating service offerings, customer expectations, and the growing wellness-as-luxury market.Deliverables:
Market Landscape Report
Competitor Benchmarking
Consumer Persona Development
Strategic Positioning Framework
Brand Strategy Development
SEPTEMBER 06 - OCTOBER 16
With insights and positioning defined, we shape the brand’s personality and story. This stage establishes the emotional connection and sensorial experience the wellness center will deliver.Deliverables:
Naming Brand Mission & Vision
Brand Story & Narrative
Tone of Voice Guidelines
Brand Experience Blueprint (detailing rituals, customer journey touchpoints)
B. Sensorial Design
For a luxury wellness center, the experience extends beyond the treatments to every sensory detail a guest encounters. This phase focuses on shaping those elements—textures, scents, soundscapes, and visual cues—that create a calm and elevated atmosphere. Alongside this, we develop the launch assets that bring the brand to life, from in-center collateral and ritual objects to curated materials that ensure the experience feels intentional and refined at every touchpoint.
Part 1: Brand Visual Language
OCTOBER 20 - NOVEMBER 07
Defining the complete visual identity that captures the feeling of calm luxury and personal ritual your brand promises.
Deliverables
Logo Design: A versatile logo system that adapts seamlessly across digital, print, and packaging, with multiple formats and variations.
Typography: Modern, clean, and legible typefaces that convey a refined, contemporary character and ensure visual consistency across all applications.
Color Palette: A curated palette that reflects the brand’s tone and sensory experience, including a primary identity palette and a secondary palette for packaging and marketing.
Imagery & Photography Guidelines: A defined photography style with tone, composition, and lighting direction to capture the brand’s atmosphere and sensory world.
Iconography & Graphic Elements: Supporting graphics and patterns that complement the logo and extend the identity across various brand assets.
Application Mockups: Key examples of how the visual system applies to brand touchpoints such as stationery, signage, and digital headers.
Brand Guidelines Document: A comprehensive guide outlining all elements, usage rules, and examples to ensure consistency across every platform.
Part 2: Sensorial Experience Design
NOVEMBER 10 - NOVEMBER 21
Creating custom brand assets that engage all senses and extend the wellness experience beyond the treatment itself. These objects are designed to be ownable brand signatures, turning every interaction into a lasting memory and deepening emotional connection with the center.
Once the prior phases are completed, this stage begins with a deep concepting process to craft elements perfectly aligned with the brand and its experience. The deliverables listed below are potential directions, refined and shaped through that exploration
Development of a signature scent exclusive to the brand
Concept and design of ritual-based objects (e.g., custom vessels, tactile items used during treatments)
Creation of a brand taste element, such as a curated wellness drink or infusion offered as part of the ritual
Design of sound objects or branded soundscapes to anchor the auditory experience
Visual brand cues integrated into these assets to ensure cohesion with the overall identity
Part 3: Visual Assets
NOVEMBER 21 - DECEMBER 12
Creating imagery and brand visuals that define the wellness center’s aesthetic and carry it across all platforms and marketing channels. This phase also includes the development of a launch campaign and a curated image bank to maintain consistency and quality long after the initial rollout.
Potential Deliverables:
Photography and Imagery Direction: Establishing the style, tone, and composition for all brand photography.
Launch Campaign Assets: (Ai Creation)
Curated Image Bank: A cohesive library of images to support ongoing content creation.
Marketing Templates and Digital Assets: Flexible templates for social, CRM, advertising, and brand communications.
Print & In-Center Collateral: Branded posters, brochures, and treatment menus that extend the visual language into the physical space.
Press Kit Assets: Hero images and campaign visuals formatted for PR and media outreach.
C. Web Design
NOVEMBER 20 - DECEMBER 12
For a luxury wellness center, the website should translate the brand’s sensory world into a calm and elevated digital experience. In this phase, we use a high-quality web template and fully skin it with the brand’s identity, ensuring the design reflects the sense of luxury and personal ritual at the heart of the center. The focus remains on creating a visually cohesive and immersive platform that carries the tone, imagery, and aesthetic established in the brand work.
Deliverables:
Skinned web template customized with the brand’s visual identity
Homepage and core page designs reflecting the brand experience
Integration of brand photography, video, and curated image assets
Clean UX layout for a seamless and calming user journey
Copywriting aligned with the brand’s tone and narrative
CRM templates for email communications
1× welcome series flow to introduce guests to the wellness center and brand experience
Note: Technical elements such as the tech stack, booking platform integration, and payment gateway setup are not included in this phase and can be provided as an additional scope if required. Our focus here is on design and ensuring the brand experience translates beautifully online.
FEE ESTIMATION BREAKDOWN
A. Brand Positioning
SEPTEMBER 15 - OCTOBER 16
$22,650
B. Sensorial Design
OCTOBER 20 - DECEMBER 12
PART 1 $33,650
PART 2 $12,700
PART 3 TBD
B. Web Design
NOVEMBER 10 - NOVEMBER 28
$16,500
TEAM STRUCTURE
To deliver a brand and sensory experience that is thoughtful, elevated, and distinct, the following creative and strategic team will be involved:Leads insight harvesting, positioning, and audience mapping. Connects cultural context with brand potential to define a relevant and resonant foundation.
Sets the creative vision and narrative tone. Oversees all phases to ensure coherence between strategy, story, and execution.
Guides the development of visual identity, ensuring the brand’s aesthetic is consistent, intentional, and expressive of its deeper values.
Translates strategy into creative direction for campaigns, photoshoots, and branded environments. Oversees image style, composition, and storytelling.
Executes key brand applications—digital, print, and environmental—working closely with the design director to maintain visual consistency.
Curates and customizes typographic elements to align with the brand’s tone—bringing a sense of craftsmanship and clarity to every touchpoint.
Shapes the brand’s online presence through dynamic and responsive design systems. Focuses on interaction, motion, and web-ready assets.
Develops the verbal identity—naming, narrative, tone of voice, and campaign messaging—with clarity, depth, and emotional resonance.
Terms and Conditions
Cost estimate is based on hours required per resource. In the event that additional work is required a new estimate will be provided for approval by the client. Where possible at least 2 days notice will be given.
REVISIONS
Revisions for each presented concept will be limited to two rounds of revisions per concept. Any additional revisions will be considered as Change Orders and will be estimated and billed separately, upon approval of the client
EXPENSES
Reimbursable Expenses that are not included in the estimate will be billed additionally. Expenses may include, but are not limited to, overnight couriers, messengers, laser prints, scans, file storage, and presentation materials.
PROJECT FEES DO NOT INCLUDE (UNLESS ITEMIZED)
TV / Print Production and Content Creation
Original illustration / Photography / Animation
Mechanicals / Retouching / Proofing / Printing
Talent / Music / Third party materials
Art direction of original artwork / Selection of Stock Images
Travel Costs
Research Materials / Presentation Materials
CHANGE ORDERS
Additional services and responsibilities not outlined in an estimate, including additional components, presentations, revisions, mock-ups, and presentation materials will be considered Change Orders and estimated and billed separately, upon approval by the Client.