CREATIVE DIRECTION
Onsen Spa Experience.
Concept: The brief was to translate a product line into a curated luxury hotel spa experience, inspired by Japanese onsen rituals. The goal was not only to present the products, but to elevate them into a cohesive, sensorial moment within the context of a high-end stay.
The brand included multiple categories: a manicure care kit, face and body treatments, and a hero product based on mineral bath salts designed to recreate the immersive experience of a hot spring. The challenge was to unify these elements under a single, clear narrative.
The concept was built around the idea of ritual and pause. I introduced a wooden bath tray as the central organizing element of the experience. This piece acts as both a functional and emotional anchor, holding the products while framing the moment as intentional, slow, and elevated.
Each product was rethought as part of a system rather than as individual items. The manicure kit, skincare products, and bath salts were redesigned to work together visually and conceptually. A custom pouch was added to contain the creams, reinforcing the idea of portability and personal care.
The experience is completed with a printed guide that introduces the ritual, explains each product, and suggests a sequence of use. This transforms the set from a collection of items into a guided experience.
The result is a structured, scalable system that connects product, packaging, and environment into a single, cohesive luxury narrative.
