BRAND IDENTITY SYSTEM

LAYLAH – JIMJILBANG & ONSEN SPA

1. Name Meaning

Laylah is inspired by the spirit of One Thousand and One Nights – endless mystical tales where every moment holds a touch of magic.

In the brand’s language, Laylah represents a journey of equilibrium, a sanctuary where people return to purify themselves, awaken their inner energy, and achieve self-renewal.

Taglines:

“Laylah – A journey to awaken your energy.”

“Laylah – A moment to renew yourself.”

“Laylah – Where balance begins.”

2. Brand Story

Everyone needs a sanctuary to listen to their body, to breathe deeply, and to recharge both physical and mental energy. Laylah is a special space designed to rediscover that balance – a journey of purification, renewal, and equilibrium.

Drawing inspiration from the essence of Japanese Onsen and Korean Jjimjilbang, Laylah is reimagined through an entirely new lens: a classical Persian-Greek ambiance that blends mythological soul with modern relaxation.

Here, you can step into warm waters to let go of tension, experience specialized sauna rooms like Himalayan salt, herbal therapy, or volcanic clay, or simply sit back and be pampered by expert massage therapists and nourishing scalp treatments.

Whether you have a 1–2 hour short break, a morning visit, an evening escape, or want to spend the entire day immersed in the experience, Laylah always opens a new chapter of balance – a healing journey for all ages, from individuals and couples to friends and families.

3. Concept Definition

Concept: “The Mythical Balance Journey” – A journey of equilibrium infused with mythological essence.

  • Main Axis: Laylah is a fusion of mythology (symbols of the Eye of God, the lotus, Persian-Greek patterns) and modern life (a relaxation space for everyone).
  • Differentiation: More than just a spa, Laylah is an “Experience World” where customers undergo 5 core experiences: Balance – Energy Awakening – Self-Renewal – Purification – Equilibrium.
  • Meaning: Laylah is not just a pit stop for rest; it is a space where guests can listen to their inner selves, revive their energy, and begin writing their own journey of recovery and life renewal.

4. Logo – Grid – Color – Pattern – Font

  • Logo: The Eye of God & The Lotus
    • The Eye of God → Protection, enlightenment, and awakening.
    • The Lotus → Rebirth, purity, and balance.
  • Brand Colors:
    • Emerald/Teal: Refreshing, cooling, and balancing.
    • Champagne Gold: Luxurious and mystical.
    • Cream White: Pure and minimalist.
  • Pattern: Persian & Greek geometric patterns combined with water wave lines and energy circles.
  • Typography:
    • Classical Serif: Reflecting the mythological spirit.
    • Modern Sans-serif: Clean and neat for digital content.

5. Merch & Marketing Direction

  • Merchandise: Guest uniforms, robes, towels, essential oils, and water bottles.
  • Marketing:
    • Visuals: Dim lighting, steam/mist, classical patterns, emerald-gold color tones.
    • Campaigns:
      • A journey to awaken your energy
      • A moment to renew yourself
      • Where balance begins

6. Brand Voice

  • Warm – Mystical – Evocative.
  • Gentle – Sophisticated – Caring.

7. Brand Tone

  • Inspirational, positive, and nurturing.
  • Not ostentatious, but refined and intimate, touching the emotions.

8. Brand Style

  • Visuals: Mystical and luxurious, blending classic and modern styles.
  • Space: Mythological atmosphere, ornate patterns, warm yellow light, mist, and flowing water.
  • Experience: Evoking the senses through music, aromatherapy, lighting, and temperature.

9. Brand Values – Communication Direction

  • Balance: Connecting Body – Mind – Spirit.
  • Renewal: Refreshing energy and reviving vitality.
  • Belonging: For all ages and all walks of life.
  • Mystical Touch: Each service is a chapter in a mythological story.

Communication Direction:

  • Storytelling approach.
  • Conveying emotions rather than just describing services.
  • Building a “Chapter Content” series: Chapter 1 – Onsen, Chapter 2 – Himalayan Salt Sauna…

10. Content Strategy

  • Goal: Transform Laylah into a unique “Experience World.”
  • Strategy:
    • Visual storytelling → Photos and videos must evoke the feeling of stepping into a mythical journey.
    • Content focused on 3 elements: Story – Emotion – Results.
    • Focusing on the desire for “rebirth and balance” instead of just selling services.

11. Content Pillars for Social Media

  • Facebook:
    • Storytelling posts, explaining services as “chapters.”
    • Promotional information and customer reviews.
  • Instagram:
    • Artistic photography (mythological mood boards).
    • Story/Reels: Short experience clips and behind-the-scenes visuals.
  • TikTok:
    • POV: “A day at Laylah.”
    • 30–60s videos: Sauna, Onsen, and nourishing shampoo experiences.
    • Mini-series: “Chapter 1: Himalayan Salt,” “Chapter 2: Volcanic Clay”…