Through rigorous research and inspired brainstorming, we uncovered the ideal name and story for the novel spa experience: "Phe" (pronounced pheggo), stemming from the Greek word "φέγγω," which translates to "moonshining." To us, this name embodied the spa's core - a haven for wellness, relaxation, and renewal, gleaming like the moon amidst darkness.

To complement the name, we devised the brand's tagline, "Step into the Light," enticing guests to embark on an unmatched and transformative journey toward spiritual and physical enlightenment.

Informed by the brand's quintessence, the design team fashioned a visual identity that exquisitely encapsulated Phe's spirit. Utilizing contrasting hues and gradients, they sculpted an ethereal atmosphere that conjures the city lights and the night's obscurity, amplifying the spa's mystical aura and culminating in a unique and immersive spa experience.