SPAGA
Brand Development
SPAGA - Brand / Marketing / Product
An established Toronto spa with 10+ years of loyal clients, a growing product line, and international ambitions - and a brand that hadn't caught up to where the business already was.
The experience was there. The identity needed to match it.
An ongoing creative partnership to build a brand system that could carry the weight of what SPAGA had become - and support where it's going next.My role:
Brand Designer & Creative Director
Solo - end to end
Status
Ongoing partnership
Channel
Social media, in-spa, e-commerce
Scope
Brand identity, marketing, packaging, photography directionM, Copilot, Teams
Industry
Wellness / beauty / retail
SPAGA didn't need to prove itself to its clients. A decade of service, a growing roster of holistic treatments, and a following built almost entirely through word of mouth had already done that. What it needed was a visual identity and brand system that reflected the caliber of the experience it was already delivering - and that could support serious growth, including an expanding skincare product line and international ambitions.
The challenge wasn't creating a brand from nothing. It was translating something that already existed - a real, felt experience - into a visual language that could scale beyond the room where it happened. And doing it in a way that felt like the next natural step, not a departure from what made SPAGA what it is.
What I designed
Brand identity / Visual system / Service menus / In-spa signage / Seasonal campaigns / Social content / Product packaging / Labels / Photography direction / E-commerce visualsThe brand personality was designed to evolve naturally — shifting with seasons and expanding services while staying recognizably SPAGA. As the product line launched and new treatments were added, the visual system absorbed them without needing to be rethought. That adaptability was intentional from the start.
Working directly with the founder, I built the full brand system - identity and visual language first, then extended across every surface the business touches, from in-spa experience to e-commerce.
Product Marketing & Photography
As SPAGA launched skincare products, we extended the brand into packaging, labels, and product promotions. Designs balanced natural simplicity with an elevated feel, while photoshoots captured fresh, relatable visuals for social and e-commerce. Together, these elements unified SPAGA’s service and product experiences across every touchpoint.
