Background
Caesars Palace launched the fully immersive hotel/casino category in 1966 around the Roman Empire theme. With more contemporary competitors, the brand is undergoing major revitalization efforts including a new, high-end tower. With restaurants, spas, and entertainment now surpassing gaming in total revenue, Caesars is focusing on non-gaming brands.
As the flagship within the new Augustus Tower, the new 50,000 square-foot spa at Caesars needed to become an instant draw and key differentiator. We were asked to create the brand: from the strategy to the name to every last touchpoint. A series of modern Roman baths would be the focal point of the experience. The client challenged us to create a brand that would also elevate the entire Caesars brand, be appropriate for all Caesars properties around the world, and become one of the top 10 spas in its first year.
Solution
Rather than simply creating another spa destination, we re-imagined the concept of spa. Our team set out to create a distinct brand platform and expression that promised a uniquely immersive experience reminiscent of the glorious baths of ancient Rome. We developed the name Qua—meaning 'here' in Italian and also evocative of 'acqua,' or water. The name captures the importance of all members of Roman society meeting at the baths. As in those times, Qua Baths & Spa becomes the oasis for guests to come amidst the thrill and stimulation of Las Vegas. It is "here" that they revitalize themselves.
Building upon the vision of the brand, we created an identity that symbolically reinforces the three pools of the Roman baths. The three different blues and vertical orientation represent the varying temperatures of the pools as dictated by this ancient bathing ritual—elevating you higher, closer to the gods. We developed a nomenclature system that describes the masseuses as "artisans." And, our visual articulation of the brand shuns typical spa imagery of women smiling on a massage table. Instead, we capture the effects of water with arresting images of women draped in flowing fabric.
Results
Even in the face of an economic downturn in Las Vegas, Qua Baths & Spa opened to great fanfare and buzz. After a year in business, it is one of the leading spas in Las Vegas and has succeeded in creating a major draw to the hotel. And, as hoped, Qua was named to the top 10 U.S. spas in its first year. It has recently opened in Atlantic City with plans for future global expansion.
Top 10 Most Luxurious Spas in North America
Forbes Traveler
Competitive Audit
Category Analysis
Stakeholder Interviews
Brand Platform
Brand Story
Naming & Nomenclature
Brand Identity & Systems
Retail Design
Environmental Design Prototypes
Package Design
Collateral Systems
Web Design
Press Supervision
Brand Asset Library
Standards Development
