About the Company
Iosis’s visionary cum entrepreneur was associated with the beauty industry from the start. Her passion, to make it big, eventually led her to venture into the world of health and beauty as a professional. Being a budding entrepreneur, she wanted to take her thought of starting a spa forward in a magnificent way. She wanted to make a distinctive mark for herself and a brand image for “IOSIS”.
The Challenge
With an experience of working in the industry in her hands, she was confident that opening up her own spa would shape up her dream. She was looking for a branding agency that would build her dream by crafting a unique, distinguished score for her brand and which could create a significant image of its own in the beauty industry. She was seeking for an agency with a foresight of her vision. A team that was ready to walk along with her on a road that led towards successfully starting her business set up, placing it on higher grounds. In the beginning, no groundwork had been worked out. The project needed to commence from scratch, however, objective was clear in her mind. She wanted to set up a successful Spa in Mumbai, which stood as a landmark. The challenge lay in introducing and developing the concept of spas in Mumbai. Being in a nascent stage, spas were frequented only by people from a certain category. No current competitor had yet established a name in this segment.
The Solution
The client intended to name her chain of spas “IOSIS”, a word that denotes transformation. IOSIS is the final step in alchemy process, where a metal turns to gold. To design a concept, we first studied the target audience. It was clear that spa services lured the high-class community. We had to design a brand that would distinguish and signify transformation, beauty, richness and obviously, gold. It had to be captivating enough to have a strong, lasting recall. Keeping these elements in mind, the logo was created. It encompassed the essence of the service, the person and the brand. The photographic theme was in accordance with the gold theme and in fact the logo was beautifully incorporated so as to invoke a lasting impression. Gold enhanced the look by adding a vibrant and renewed feel; it additionally indicated adding a zing of freshness to a person’s appearance. Consequently, the caption “IOSIS : Rejuvenate Mind and Soul” was conceived with beautiful golden monogram.
To give an international feeling to the product, models were selected. We took 3600 angle for marketing and communication. All the marketing collaterals were carefully designed. The brochures, forms, leaflets, indoor panels, posters, print ads, radio ads, outdoor advertisements, were crafted as per the branding theme. For mass distribution small take away brochure was created with simple yet creative folding, giving a feel of unfolding the new rejuvenated you.
The in-store designing was deliberated in detail to enhance and create a mood element for the waiting room, service rooms and reception. Each room was treated carefully with an eye on every detail to produce a rich, special and ambitious feel to IOSIS. The creative in-store branding went a long way in creating the rich ambience for the centre.
The first centre was located in the prime area of Mumbai, Lokhandwala with 10,000 + sq feet, however, the visibility of the place had to be worked on. Being the first of its kind in the city, we decided to create a 5 star ambience that had a warm, caring and loving feel along with high standards. Accordingly planning with the interior designer began and the newly designed logo was incorporated across the planning of each room.
To create a visibility for the spa, we initiated a local area campaign. The locality was posh and surrounded by cinema halls, malls, and exclusive clothing outlets. A smartly designed special service booklet was distributed. We put up a high visibility hoarding to announce the new spa. This was complemented by weekly events in malls that had high footfalls. This went a long was in enhancing the recall value of IOSIS, now being treated as a brand. Special tie-ups were also done within the network and exclusive shops. The response was stupendous; consequently we repeated the same campaign during the festive season.
We designed the packaging of special skin products and assisted in accelerating their market presence. A membership card concept was also introduced that offered special discounts for members. Special events hosted by celebrities were designed where celebrities shared their beauty tips and advise. For example, Pooja Bedi tips for skin day; Pooja Batra tips on body and hair, etc.
Once the local area was captured, the other market segments were our next goal. As a part of the awareness program, we gave this campaign proper spacing and placement.
The Result
In the years that followed, the popularity of the company grew and the brand roped in Shilpa Shetty, not only as ambassador but also, as a partner. Within a year, IOSIS was selected as one of the best marketing spa companies in Asia. The center made profits and opened a more centers across Mumbai. The center found its place on Page 3 and was written about in almost every publication and covered by all channels. Not only was the branding, marketing and collaterals emerged as a distinctive feature of the company but elaborated its grandeur massively in the market celebrating an identity of its own.
Thus the dream of creating a landmark in Mumbai was realized and our goal of shaping her dream into reality was fulfilled. IOSIS has turned out to be a story of complete, innovative makeover and an example of transformation to gold.