Treat Branding

Objective:

The Treat business was the result of a pivot by the XpresSpa Group to push into a new category of travel, health and wellness. Meeting travelers with health and wellness services and products through a cross-channel strategy aimed at a specific aspirational audience and leading with technology were the goals.

The up-front data and target audience work informed the overall branding shown below. Kelsey was the head of the Creative & Marketing organization and internally ran the naming and branding for Treat. She also hired an internal content team to support it, developed the name (with trademark) and entire visual expression in less than 4 months, and led external agencies for advertising and media placement.

Results:

Due to the nature of this niche industry, the name of this business had to be intentionally sticky, and at once obviously medical but also intriguing to general consumers. A name with duel meaning needs to have clear visual cues in the branding. The visual identity for Treat was developed to be both obvious for acute medical needs and inspiring for those looking for a wellness treatment. Because Treat offers both, the branding uses the medical cross as it’s second ‘t’, signifying an internationally recognized icon of health or medicine. Natural tones and high-end finishes round out the brand expression, with bespoke color treatment for all photos, illustration styles and patterns, and spa-inspired hospitality touches in treatment rooms. Launch campaigns and social media content was created to support this overall health & wellness concept and deliver it like a modern, premium lifestyle brand for the savvy traveler.

The Treat brand was launched with an aggressive timeline and garnered earned and paid media from The Washington Post, Coveteur, influencers and multiple airline industry groups and publications. Prominent brands in the travel, health & wellness space partnered in retail & e-commerce, and more long-term brand partnerships were in discussion at the end of the assignment. Engagement with The Treatment bi-weekly newsletter and paid media campaigns were above average on most metrics. Kelsey hired an external partner, Design Well Spent, to work under her direction and design the flagship retail location at JFK T4, a location which has won multiple design awards. Treat was always envisioned as a long-tail play that would grow after the more urgent Covid-19 travel needs began to recede and travelers returned needing to be prepared for health & wellness needs when they were on the go. Time will tell if this concept is on target with financial metrics, but early signs are strong that the new emerging category of travel health & wellness is here to stay.