Branding & Design
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May 4, 2017
Blumilk were commissioned by Northumbrian Water to rejuvenate their Kielder Waterside’s gym and spa with a Brand Refresh. Northumbrian Water (NW) provide mains water and sewerage services in the English counties of Northumberland, Tyne and Wear, Durham and parts of North Yorkshire, and also supplying water as Essex and Suffolk Water.
The so named from Kielder Water which is the largest reservoir in Northumbrian Water’s region, serves 99% of its population it covers. Kielder Water is the largest artificial lake in the United Kingdom and it is surrounded by Kielder Forest, the biggest man-made woodland in Europe. The area not only plays an important part in Northumberland’s infrastructure, it also attracts visitors from far and wide.
The holiday destination attracts people looking for a city escape, also wildlife and nature lovers, adventure seekers, keen astronomers and lots more!
Many visitors are now flocking to Kielder Lodges at Kielder Waterside which is part of their Go Active Breaks Collection. Boasting 27 miles of shoreline for walking or cycling, fringed by pine forest and heather moorland, the stunning landscape of Kielder Water creates a perfect setting for these woodland lodges.
Located at Kielder Waterside and awarded the David Bellamy Gold Award for Conservation, the rural haven hosts the best of both worlds – peace and tranquillity combined with unrivalled opportunities to savour an array of activities.
The Revive gym and spa brand captures this well – peace and tranquility with opportunity to expend some energy if desired. We set out about creating a brand and personality for their gym/sauna at Kielder that fit with the already well established reputation of Kielder Waterside and coincided with the facilities receiving a new face lift.
The purpose of the brand is to primarily promote their offerings to guests at the Kielder Lodges as well as the surrounding community. Blumilk’s aim from the offset was to make all guests feel privileged to ‘get free access to the onsite health club’. It also had to resonate with members from the local community to feel as though they are getting value for money being members at a premium gym and spa.
When it came to Revive’s look and feel, we had to make sure that the brand didn’t clash with the existing Kielder Waterside brand. Sticking with a strapline of ‘what it says on the tin’ allowed guests and the local community transparency. Some spa’s are very ‘fluffy’ and we needed to make sure that we didn’t come across as purely a spa but more of a ‘Health Club’… and we are very happy with the finished results.
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