Mel The Honey Spa in Toscana, Branding and Identity Design

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THE TUSCANY LUXURY HOTEL & SPA

BRANDING & DESIGN PROJECT

B.A. (HONS) IN GRAPHIC DESIGN & VISUAL COMUNICATION CORPORATE DESIGN II - VI SEMESTER DESIGN AND PROJECT BY ALISHA PATURIYAVET PROFESSOR FADI BASSIL


Luxury

ITALY ITALY IS LITTERED WITH THE MORE THAN 3,000 YEARS OF HISTORY, and an atmosphere that ranges from the Armani-wearing-scooter-driving-espresso-drinking buzz of its cities to the quiet, pastoral existence of its hillside olive farms and seaside fishing villages. Seat of the Roman Empire, birthplace of the Renaissance the “Bel Paese“ is also the quintessence of glamour and “Dolce Vita“, of designer chic for the glitterati with sophistication and style. Italy’s cities reveal awe-inspiring architecture from the curved arches of the Ponte Vecchio in Florence to the crumbling magnificence of the Colosseum in Rome. Home of da Vinci, Michelangelo, Caravaggio and Botticelli, its artworks are a visual delight, just as much as sunset watching in Capri. Venice is an aesthete’s heaven for those who wish to live a magic atmosphere. Rome is an historian’s dream, home to the famous St Peter’s Basilica and the Sistine Chapel, the inspiration for brilliant movie directors like Roberto Rossellini and Federico Fellini. And if ever a region in the world has been a land of geniuses, that was Leonardo’s and Michelangelo’s Tuscany.




Scent of Art & Nature

TUSCANY The breathtaking view over the Chiana Valley and to the side the silhouette of Cortona and his hills dotted by cypresses and centuries sold olive tree. The landscape, recognisable as the background of countless Renaissance Madonnas, remains relatively unspoiled, dotted with ancient farmhouses which have been beautifully restored. It is simply too beautiful for words and perhaps, for this reason, for centuries it has been the subject of thousands of paintings and photographs. With its medieval hill-top villages such as Montalcino and Pienza which seem completely untouched by time, rolling hillsides radiantly dotted with verdant cypress trees, olive groves, vineyards of the “chiantishire“ and ochre hued hamlets between breathtaking vistas, art-rich cities like Florence and Siena and its legendary horse race, Il Palio, modern-fashion powerhouses Gucci and Ferragamo, to name a few Tuscany epitomizes la Vera Italia.

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Tuscany’s thermal springs were known and enjoyed by the ancient Romans, who needed to temper all that conquering with a little R&R, and, in some cases, by the Etruscans before them. Many hill towns and villages have harnessed the mineral-rich waters for use as municipal terme (pronounced terMAY), or spas, but some, such as, Adler Thermae (adler-thermae.com), are now privately owned resorts. Adler is near the tiny village of Bagno Vignoni. The thermal water here was also enjoyed by St. Catherine of Siena and Lorenzo il Magnifico. It bubbles up from the earth at 125 degrees and with its high calcium, magnesium, sulphate, and bicarbonate content, it holds therapeutic benefits for bones, joints, and skin.



The Most Enchanting Cities

FLORENCE

Florence is one of Italy’s most enchanting cities with a beautifully romantic setting, shopping aplenty and superb Tuscan food. The city of Lorenzo de’Medici, of the Guelfs and Ghibellines, of princes and popolani, of Machiavel, Dante, Michelangelo and Botticelli, cradle of the Renaissance, Florence is a work of art in itself. Meander out into its narrow streets toward the Arno River to the beautiful bridges Ponte Vecchio and Ponte Santa Trinita, explore the world-famous Uffizi art gallery and the Basilica of San Lorenzo that holds sway over all.


Relax in

FLORENCE

Florence is certainly one of the most recognized cities worldwide for its beauty, artistic value and architectural heritage, a place of pilgrimage for art lovers in its purest form. But Florence is also an ideal destination to spend a few days off and enjoy the unique environment the Italian Tuscany has to offer. The beauty of its streets and squares transmits real magic. It offers a host of charming places to discover and invites one to stroll down and have an appetizer in its famous taverns along the Arno River, as well as, to enjoy a glass of chianti, the typical red wine in this area.

In short, if you are looking for a few days of peace and tranquility, florence is revealed as the perfect place to enjoy moments of rest and relaxation in a unique space.

Finally, to conclude your rest and pleasurable stay, there’s nothing better than to relax completely at the Spa, Health and Beauty Treatment at your 5- star hotel in Florence. It offers a variety of treatments specifically created to balance body and mind in a state of total harmony. The “Relax and enjoy Florence” package is the perfect choice for those wishing to enjoy a massage with vegetable oils and antioxidants or a thousands-years old relaxation technique using the essence of Egyptian jasmine and a touch of mint to recover energy. It also includes a full tasting of Tuscan cuisine enabling guests to enjoy the holiday without having to worry about anything else.


10 Million

TOURISTS A YEAR

Six tuscan localities have been designated world heritage sites: the historic centre of florence (1982); The historical centre of siena (1995); The square of the cathedral of pisa (1987); The historical centre of san gimignano (1990); The historical centre of pienza (1996); And the val d’orcia (2004). Tuscany has over 120 protected nature reserves, making tuscany and its capital florence popular tourist destinations that attract millions of tourists every year. Florence receives an average of 10 million tourists a year, making the city one of the most visited in the world. (In 2007, the city became the world’s 46th most visited city, with over 1.715 Million arrivals).* *Caroline bremner (11 oct 2007). “Top 150 city destinations: london leads the way”. Euromonitor international. Retrieved 10 march 2010.


IL SALVIATINO IS A DREAM, MY DREAM‌ A stunning and perfectly hand restored 15th century villa that lies proudly on the hillside of Fiesole, with inspirational views of Florence and the rolling Tuscan landscape. A magical place, where our obsession for the perfect service and experience blends with the grandeur of the setting. A truly unique experience, a way to enjoy and be a part of both Florence and Tuscany that cannot be imitated. A dream, my dream, a dream I would be honored to share with you.

Marcello F M Pigozzo - President of the Salviatino Collection -


FLORENCE HIGHLIGHT

IL SALVIATINO This historic patrician villa of fifteenth-century Renaissance is located in Fiesole, the Florentine aristocracy’s favourite retreat. Twenty first century decadent luxury meets the Florence spirit of a Henry James novel which emanates from this very sumptuous country villa with beautiful frescos and suave interiors amid flourishing Italian gardens surrounded by a spectacular panorama . The romantic atmosphere is enhanced by silver candelabras and outdoor lanterns. A hotspot for sophisticated jet setters. Florence is a town that’s sometimes a bit too backwards-looking, but Il Salviatino is proof that modern living and classic style aren’t mutually exclusive. Imagine a carefully edited minimalist take on a classic Tuscan palazzo and you’re most of the way there — one that’s highly theatrical, more romantic than baroque, and in terms of luxury, more plush than opulent.

SPA

The Spa at Salviatino by Vranjes, unites Il Salviatino’s idyllic setting and renowned service with the ancestral knowledge and delicate aroma’s of Dr Vranjes, one of Florence’s most exclusive perfume houses. Together we have created a scented path in which be able to enjoy a vast array of treatments and massages that each unique and magical. A place like Il Salviatino is much more about atmosphere than about services and facilities, and a little goes quite a long way. Dinner on the terrace looking down at the rooftops of Florence is an experience that won’t soon be forgotten, and the Deverana spa imports a bit of Thaistyle relaxation.


GROTTA GIUSTI ONE OF NATURE’S GIFTS TO MAN Starting from the entrance through to the deepest part of the Grotta, three different zones are crossed, each one increasing in heat, which tradition has named Paradise, Purgatory and Hell. Limbo has a picturesque lake, the waters of which maintain a constant temperature, both in winter and summer, of 36°C. Even the temperature of the air undergoes very little change over the seasons, ranging from 31°C. in the first cavity to a maximum 34°C. in Hell, with an approximate 100% humidity. The atmospheric pressure is constant and the same as outside, in all parts of the Grotta. An unexplained, natural mechanism guarantees a constant and efficient change of air, making the stay in the Grotta a pleasant one, even with the profuse perspiration induced by the high level of humidity, rather than by the temperature.

FLORENCE HIGHLIGHT


THE THERMAL WATERS The thermal water of the Grotta Giusti natural spring is a mineral water containing bicarbonate, sulphate, chloride, magnesium and calcium and reaches the surface at a temperature of 34-35°C. Specific therapeutic qualities Skeletal apparatus (joints-muscles) - Thermal therapy is indicated in all degenerative, inflammatory and post trauma pathologies. It reduces the number and intensity of acute episodes. Treatments: mud therapy, thermal therapeutic pool, thermal Grotta, hydromassage. Respiratory apparatus - Indicated in pathologies of the respiratory tract, sinusitis and ear infections. Treatments: aerosols, hot humid inhalations, nasal douches.

GROTTA GIUSTI

Cardiovascular apparatus - Water therapy with or without ozone is indicated for after effects of chronic phlebitis and problems of micro-circulation (cellulite, etc.).

THE TUSCAN VILLA Grotta Giusti Natural Spa Resort, member of the prestigious Small Luxury Hotels of the World, is situated in Monsummano Terme just a few kilometres from Florence, Pisa and Lucca.Set in a private park with secular trees, the early nineteenth century villa, now a prestigious Hotel, enriched by antique furnishings and paintings, has maintained intact its historical air and natural charm.

SPA THE THERMAE SPA Grotta Giusti benefits from its very own thermal grotta, a fascinating natural cave with a hot water underground lake in which guests can enjoy a relaxing and detoxifying steam bath. In addition to the steam baths, the Spa offers mud therapy, ozonised baths in thermal water, massages, inhalation treatment, a new area for Oriental Disciplines, a gym center, an avant garde Aesthetic Medicine Centre and a spacious relaxation zone. The new open-air thermal swimming pool, a high-tech facility measuring 750 sq. m., with a large and spectacular waterfall and underwater hydromassage in spa water.

ETERIA

-SPA skin care products -

“Feeling good about yourself helps you maintain just the right psycho-physical balance” Fonteverde’s team of medical staff and beauticians guarantees a complete programme of effective luxury treatments. Every year, over 60,000 clients of Fonteverde Spas places their trust in Eteria’s face and body creams and their top-of-the-range quality. The daily satisfaction of Fonteverde’s component, demanding clientele, together with a staff of over 15 specialists and more than 100 bodycare professionals, is the most effective demonstration of the real, discernible quality of the Eteria cosmetics range.


A converted 12th-century Tuscan castle perched majestically on a hilltop in the heart of Renaissance Italy within striking distance of Florence and Siena, offering views of rolling countryside, archaic hilltop villages and centuries-old cypress trees, Castello del Nero is a wonderful retreat to capture the true essence of the Tuscan and the perfect spot from which to explore the Chianti area. Sumptuous four-poster beds, florentine rose garden, frescoed chapel, huge heated outdoor pool looking over the Chianti valley, an enchanting haven surrounded by olive groves and vineyards.

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Affiliation Member of The Leading Hotels Of The World

FLORENCE HIGHLIGHT


CASTELLO DEL NERO BOUTIQUE HOTEL & SPA SPA Castello del Nero welcomes you to our Spa of refined relaxation where contemporary design merges seamlessly with elegant Florentine tradition. Journey through natural wood, smooth glass and cool stone to our cocooning treatment rooms, where each ESPA Treatment fuses advanced techniques with ancient therapies to deliver the best bespoke therapeutic experiences in the world. Aromatic and pure essential oils work in harmony with powerful plant extracts and deeply nourishing marine elements, to create a collection of treatments and products that are both efficacious and luxurious. Ease into tranquility in the soothing relaxation room and gaze out at the Tuscan rolling hills and valleys below. Refresh and revitalise in our outdoor Vitality Pool overlooking fertile vineyards and olive groves. A state-of-the-art Spa that emerges sensitively from its noble 12th century heritage, ESPA at Castello del Nero embodies restoration - of mind, body and spirit.

CASTELLO DEL NERO SIGNATURE TREATMENTS Using the finest natural and indigenous ingredients grown and harvested with care at Castello del Nero, these Signature Treatments have been designed to evoke a true feeling of Tuscany while generating outstanding results for Mind and Body. Each Signature Treatment uses pure, rich, cold-pressed Extra Virgin Olive Oil, rich in natural anti-oxidants and prepared from olives grown and harvested at Castello del Nero.


Medieval Hamlet The Tuscan Countryside SIENA

In the enchanting toscan countryside sienna, facing the gorgeous ombrone valley on the edge of the chianti classico wine zone, nestled into the hills, there is an 11th-century monastery, a former fortified abbey which has been home to siena’s noble chigi saracini family. This stunning retreat of rustic elegance with thousand year old walls near a storybook walled hamlet amidst rounded hills and long lines of cypresses epitomizes tuscan tradition in true vip style. The most well-know oldest spa in siena called “FONTEVERDE NATURAL SPA RESORT”


The Medici family often visited the natural spring waters and even built one of the first spas in Tuscany on the spot where Fonteverde Spa & Hotel now stands. Today, with a beautiful spring-fed pool, sumptuous guest rooms, and gourmet cuisine, the hotel has kept the same level luxury once enjoyed by the sometimes infamous Italian family. Adjacent to a 17th-century Italian portico, Fonteverde’s atmosphere and architecture are steeped in history. The views from the spa are some of the most beautiful in the region, overlooking a stunning Tuscan valley, with cypress and olive trees lining the hillsides, an ancient castle tower in the distance, and unending blue sky. The hotel attracts health enthusiasts, pet owners (there is a special “doggy spa�), and anyone wanting to sample la dolce vita.


In the enchanting toscan countryside near Sienna, facing the gorgeous Ombrone valley on the edge of the Chianti Classico wine zone, nestled into the hills, there is an 11th-century monastery, a former fortified abbey which has been home to Siena’s noble Chigi Saracini family. This stunning retreat of rustic elegance with thousand year old walls near a storybook walled hamlet amidst rounded hills and long lines of cypresses epitomizes Tuscan tradition in true VIP style.

SIENA HIGHLIGHT

I am thrilled to be part of Chianti this year. Castel Monastero, once a monastery dating back a 1000 years is a Tuscan retreat like no other. Luxurious in every way and authentic to its core, especially in the cuisine. All of which carry the finest ingredients of the region and of course those special Tuscan wines. Please join me. Gordon Ramsay

RAMSAY & CASTEL MONASTERO


CASTEL MONASTERO WELLNESS & SPA

by Dr. Mosaraf Ali

True well-being has distant origins. It’s the memory of beauty. It’s the SPA of Castel Monastero, where you can find harmony and balance again. Nothing could be easier when the eyes and the heart are lit up with the same peace. There are two beautiful old buildings, emblematic of rural Tuscan architecture. Within their fine walls and enormous windows that open onto the beauty of all of Castelmonastero, a spa has been opened that is unique in all of Italy. A thousand square metres where you can discover innovative and effective treatments to recover your ideal body weight as well as detoxify and rebalance, created for you by experts of Urban Retreats, Europe’s largest and most renown wellness salon which boasts among its centres the prestigious spa at Harrods. A winning combination, in order to offer you in exclusive the world’s best treatments and product lines. An expert in ayurvedic medicine and naturopathy with a holistic vision, that is to say of the person as a whole, he successfully blends oriental and western medicine in a health concept that he has transformed into treatments offered at Castel Monastero. These exclusive offers allow guests to rediscover their optimum physical form in order to express their vital potential and maintain their health and wellbeing at any age.

Dr. Ali, personal doctor to Charles, Prince of Wales and other famous personalities such as the sultan of Oman, Valentino Rossi, Richard Branson, Michael Douglas, Claudia Shiffer, Donna Karan, Tommy Hilfiger, Boris Becker, Colin Montgomery and Samuel L. Jackson, has begun an exclusive collaboration with Castel Monastero, designing and developing innovative, scientifically cutting-edge treatment programmes in the field of preventative medicine.


The exclusive resort was built in the 17th century by the Grand Duke Ferdinando I de’ Medici amid precious hot springs whose therapeutic properties were known since ancient times. Extensive spa centre with various treatments and medical consultations as well as natural thermal hot waters, Seven swimming therapeutic pools, a holistic centre and beauty centre.

SIENA HIGHLIGHT


FONTEVERDE TUSCAN RESORT & SPA The Medici family often visited the natural spring waters and even built one of the first spas in Tuscany on the spot where Fonteverde Spa & Hotel now stands. Today, with a beautiful spring-fed pool, sumptuous guest rooms, and gourmet cuisine, the hotel has kept the same level luxury once enjoyed by the sometimes infamous Italian family. Adjacent to a 17th-century Italian portico, Fonteverde’s atmosphere and architecture are steeped in history. The views from the spa are some of the most beautiful in the region, overlooking a stunning Tuscan valley, with cypress and olive trees lining the hillsides, an ancient castle tower in the distance, and unending blue sky. The hotel attracts health enthusiasts, pet owners (there is a special “doggy spa”), and anyone wanting to sample la dolce vita.

SPA - MEDITERRANEAN SPA - “Olive oil as the element of life.” Generally known as a delight for the palate and inexhaustible source of good health for its renowned therapeutic properties, Fonteverde has now rediscovered it as an essential ally of natural beauty. The Egyptians used olive oil as an anti-wrinkle treatment. The Phoenicians called it “liquid gold”, Greek athletes used it for relaxing muscles whilst the Romans could not do without it, after spending a period at the spa, to discover new energy. The virtues of thermal mud combined with those of the thermal waters help the skin to absorb it. For this reason Fonteverde has created a series of face and body treatments dedicated to the skin in the new Mediterranean Line,. To cleanse, hydrate and nourish, before tackling with exclusively natural products. Not to be missed are the Bio-energetic cleanse and the Energy rebalancing with Bach flowers.


SIENA HIGHLIGHT

Two grand cypress-lined lanes ascend to the rolling acres of the sumptuousyet-authentic Tuscan estate of Castello di Casole, former home of film director Luchino Visconti. This historic, renovated castle on a a stunning hilltop with views across acres of fields, vineyards, olive groves and cypress trees, the quintessence of Tuscan landscape, is infused with elegance and sophistication.


CASTELLO DI CASOLE TOSCANA ITALIA ESSERE SPA At the heart of the Castello di Casole Estate, located within our hotel in Tuscany, an inviting spa awaits your arrival. Originally the estate’s wine cellar, Essere Spa, meaning To Be in Italian, offers a serene setting within one of the most dramatic spaces at the hotel. Barrel-vaulted ceilings and restored stone walls create a theatrical setting accentuated by long views across an expansive valley. Whether it’s the centerpiece of a day on the estate or a treat after touring Tuscany, you’re in for an unforgettable spa day. There are seven treatment rooms, secluded men’s and women’s areas, a room for couple’s treatments, and private outdoor gardens. A full treatment menu inspired by local ingredients will soothe and nourish your mind, body and soul. At Essere Spa, the focus is on the natural elements that make the region so unique. From the moment you arrive, the signature fragrances and warm tones wrap the mind, body and spirit in the essence of Tuscany, insisting that you relax and refresh. Pools, steam rooms and comfortable spaces allow for ample relaxation, while the peaceful surroundings transport you to simpler time. Treatments from renowned European spa and wellness experts, Comfort Zone, infused by rosemary, grape and olive oil perfectly ensure you’ll always remember your Tuscan vacation spa experience. Treatments at Essere Spa are inspired by the best of Tuscany’s natural ingredients. Scents, oils and lotions are infused with indigenous and local products including olive oil, grape seeds and fresh rosemary from the Tuscan countryside. A full menu of signature treatments includes massages inspired by ancient rituals, revitalizing anti-aging skin treatments, nourishing body scrubs, couples retreats and much more. For the ultimate indulgence, schedule a treatment in your Tuscan villa or your luxury suite at Hotel Castello di Casole.


The biggest spa-town in Italy MONTECATINI TERME Here tourism is the main activity: every year 200 hotels sell 2 million overnight-stays for travelers who want to see the city amenities and to take short trips to the nearby art-cities: Lucca, Florence, Pisa, Siena… all easily reachable by bus or by train (2 train stations: “Montecatini Terme-Monsummano” and “Montecatini Centro”).


Located in the heart of Tuscany The spas, the Golf Club, the funicolar “Funicolare�, markets, theatres, many restaurants and night clubs make a glad vacation in Montecatini. Concerts, fairs, ballrooms, art exhibitions and festivals attracts the local (21,000 inhabitants) and the tourist in a well organized and a pleasant agenda. After the belle-epoque growth, now the spas offer not only the well-known healing waters but also all the modern relax treatments.

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The therapeutic properties of montecatini waters were already known in the romans’ time: our garden-town bewitches the visitor with its wonders made up of picturesque avenues, green and flowery oases, artistic beauties, serene quietness and warm hospitality. These waters originate from a hydro-mineral basin that is located at a depth of 60-80 meters, mainly belonging to the chloride-sulphate-sodium water type and are bacteriologically pure. They have been carefully examined for their physical, chemical, clinical and pharmacological aspects, to such an extent as to generate a very rich medical literature. It was thus demonstrated that they have extraordinary beneficial effects on your health and body. They are mostly employed to treat the digestive and metabolic systems. Our thermal mud applications are beneficial to your locomotor apparatus. In 1417, the first person to write a treatise describing the properties and therapeutic indications of our waters was the founder of the italian medical hydrology, ugolino da montecatini. However, not until the 18th century was this important hydro-mineral basin adequately appreciated. Grand duke of tuscany, pietro leopoldo, availed himself of the knowledge of a group of famous scholars, such as naturalist giovanni targiani tozzetti, and gave birth to our thermal town, ordering the building of bagno regio (1773), terme leopoldine (1775) and, finally, terme tettuccio (1779). This reformist prince also planned an efficient canalization of the spring waters and ordered the land reclamation of the marshy areas in order to clean the air. These were the necessary first steps that led to the meaningful hygienic-sanitary leadership of montecatini.

Montecatini Spa presents a complete offer of thermal treatments (hydropinic therapy, mud treatments, mud-bath treatments, inhalations and thermal rehabilitation treatments) as the true and natural answer to prevention, rehabilitation and treatment of serious pathologies.


MONTECATINI HIGHLIGHT

TERME DI MONTECATINI TERME WATER - SPECIALIST Characteristics of the thermal waters. The Waters of Montecatini belong to the salt-sulphated water type, being mostly constituted by sodium and magnesium sulphates and chlorides. They also contain iodine, bromine, lithium, calcium, potassium, silicon, phosphates and sulphur. The waters used for our hydropinic therapy are divided as follows : Strong waters: Leopoldina (fixed residue at 180째 C : 21g / l) Medium waters : Regina (fixed residue 17-18 g /l) Weak waters : Rinfresco e Tettuccio (fixed residue 4.9-7.5 g/l ) The waters used for baths, mud treatments, thermal showers, hydro-massages, inhalations are the following: Leopoldina (slightly sulphureous: fixed residue 21g /l ) Rinfresco (fixed residue 4.9 g/l )

WELLBEING & TREATMENTS The rich resources of Montecatini Terme offer occasions for those who wish a complete Spa Package: we combine the renowned traditional benefits of our thermal water and mud with the most innovative wellness and beauty methods, such as massages, body and face treatments, slimming, relaxing and wellbeing programs. A wide and diversified offer of thermal treatments for your beauty and wellbeing and for relaxing and keeping fit. Massages of western and eastern tradition, hydro-massages, special body and face treatments, slimming or relaxing treatments. Moreover you can enjoy our beauty and thermal areas, our thermal pool and you will have the opportunity to practice your physical training in the green parks of the town and in the wonderful gardens of our Thermal Spa Establishments.



The Very Essence Of

The Tuscan Dolce Vita

MONTALCINO

A center which could be defined as being immersed in a natural treasure trove made of enchanting landscapes similar to those found in the paintings of the 1300s. The long lines of vines have assigned Montalcino a prestigious position amongst Italian wine producers. The fabulous Brunello and Rosso di Montalcino are exported throughout the world and considered to be amongst the very best Italian wines. Montalcino represents a wealth of history with its unchanged Medieval appearance: the Castle of Artigiano, the Castle Poggio alle Mura, the Romitorio Fortress and the Church of St Resituita, not to mention the Nearby Abbey of St Antimo. Culture and art are present in the United Museums which combine the Civic Museum and Diocesan Museum where one finds a host of frescos from the Siennese school of the XII and XIV centuries.


MONTALCINO HIGHLIGHT

Across Tuscany and anywhere wine is made, nature gives us its bounty. At Castello Banfi and throughout the varied terroirs and soils that make up our constellation of vineyards, we harvest the goodness of the earth, caressing and nurturing it as we craft our wine to express all its character in every bottle. Castello Banfi is a family-owned vineyard estate and winery in the Brunello region of Tuscany. Together with its sister estates in Piedmont, Vigne Regali and Principessa Gavia, it has become recognized the world over for its dedication to excellence and sparking a renaissance in the art of Italian winemaking. The Mariani family proprietors credit education, dedication and discipline for the success that has accorded honors including:

♕ First Winery in the World Recognized for Exceptional Environmental, Social & Ethical Responsibility & Leadership in Customer Satisfaction.

ASSOCIATION ITALIAN SOMMELIERS 2010 Wine Oscar Pioneering Italian Winemaking, Environmental Respect & Territory Enrichment.

VINITALY Nation Award ~ Best Italian Winery ~ 12 years Gran Premio for Dedication to Excellence Leading Ambassador for “Made in Italy”


CASTELLO BANFI IL BORGO Castello Banfi is the maker of some of the region’s best-known wines : the heavenly Brunello wines grown in the estate’s Sangiovese Brunello vineyards. From this castle of medieval origins with restored village houses, version of a Tuscan village, perched above undulating acres of vineyards and olive groves near Montalcino, emanates a sense of privileged isolation, an alluring atmosphere of mingled past and present which is neither pretentious nor excessively formal yet with a great deal of panache. The spectacular rooms with romantic baldachins embody Tuscan-style good living, the cloister garden, the pretty pergola and the infinity pool overlook the surrounding countryside across the lower Val d’Orcia with extravagant views to Monte Amiata. The intimate Michelin-starred ristorante has a house wine list of the most famous Brunellos.

SPA - FITNESS Many of wine’s health benefits are mirrored in the properties of the grape as a vitamin-rich, anti-oxidant skin treatment. Sangiovese grapes used to produce the world renowned Castello Banfi Brunello wine are used to develop a skin lotion, shampoo, conditioner and bath gel provided en suite. Our concierge can also make arrangements for private spa services, such as aromatherapy massage treatments, in the luxury and privacy room, as well as visits to some of the region’s renowned spas and therapeutic baths.


Castiglion del Bosco standing at the top of a rolling hill is a 800-year old Tuscan wine estate owned by Massimo Ferragamo, the fifth largest producer of the famous Brunello di Montalcino wines. It is the most refined hotel in the Tuscan countryside. Rooms interiors are quite simply fabulous in their rural chic opulence, the 12th-century church is adorned with spectacular Lorenzetti frescoes, the infinity pool has an intoxicating view of the Tuscan hills overlooking Montalcino, a scenery to be savored like a Brunello, the very essence of the Tuscan dolce vita.

MONTALCINO HIGHLIGHT


CASTIGLION DEL BOSCO The Estate lies within the slopes of the Val d’Orcia, an undulating landscape known for its enchanting beauty and juxtaposition of colors and textures. This land, deep green in spring and golden in fall, is also rich with art and culture. Carefully preserved ancient sites, dating back to the Etruscan era, blend with art from the Medieval and early Renaissance periods. The area is also famous for its agriculture. The vineyards of the Val d’Orcia, including Castiglion del Bosco’s own, produce the most coveted Italian wines, Brunello di Montalcino and its younger sibling, Rosso di Montalcino.

SPA The Spa Located at the heart of Il Borgo, the Care Suite Spa by Daniela Steiner is a serene oasis specializing in unique therapies based on organic ingredients from the Estate. Entrust yourself to the caring hands of our team, who will pamper you with a complete range of exquisite beauty, spa and wellness treatments. Inspired by the natural bounty and fragrances of Tuscany, the Care Suite Spa champions a natural approach to exercise, based on concepts of vitality and purity, where care and relaxation are the watchwords.


Etruscan

gateway to the town SATURNIA Saturnia is an ancient town located in the southern part of Tuscany, an area known as the Maremma. A large village, It may be a small out of the way place but it has two excellent restaurants and there is a gelateria where one can lick a delicious ice cream while watching the evening passeggiata. Or you can take it with you and visit the ancient Etruscan gateway to the town. Saturnia was in ancient times a large town of considerable importance. The porta is easily identifiable as Etruscan owing to its jigsaw pattern of irregular and vast stones so finely cut they have held together without mortar for well over two thousand years. Through this arch passed the ‘new’ Roman road, the Via Clodia which went from here to Rome: The basalt paving stones bear the grooves of the iron tyres of Roman and mediaeval vehicles. Devastated by malaria, Saturnia was almost abandoned until recently when the nearby spa began to revive its fortunes. Saturnia itself is a charming medieval village and the surrounding, unspoiled hills are filled with olive groves and woodlands and rich with Etruscan remains. It is about an hour and a half from Rome, an hour from Siena, and a halfhour to the sea. The area has at present gained a reputation for the high standard of its restaurants and trattorie. At the foot of the hill lies a hot (37°C) water spa famous for its therapeutic qualities.


JUST OUTSIDE FROM THE MEDIEVAL TOWN WALLS THE COUNTRYSIDE SPREADS OUT: HERE YOU CAN TAKE EASY WONDERFOOL WALKS THROUGH THE PERFUMED MEDITERRANEAN BUSHES ALONG THE ALBEGNA RIVER. LONGER WALKS MIGHT TAKE YOU TO SOVANA, SORANO, PITIGLIANO. YOU MAY SEE THE SEA THE DISTANCE, FRAMED BY THE NATURAL PARK OF MOUNTS OF THE UCCELLINA AND MONTE ARGENTARIO. FROM PORTO S.STEFANO A DAILY FERRY CONNECTS TO GIGLIO AND GIANNUTRI ISLANDS; NOT FAR AWAY ARE THE SEASIDE RESORTS OF ANSEDONIA AND PORTO ERCOLE. Southern Tuscany, in the area around Monte Amiata, has many natural hot springs. In most towns where there are natural hot springs, there is a modern spa where they bring the hot springs water into a swimming pool and you pay to use the pool. Some of these spas are outdoors and only open in summer; others are more medical type spas that are indoors and open all year. This is a waterfall with a difference - the water is hot, the temperature of a nice hot bath. It smells good and sulphurous but then you can see why the Romans believed the waters came from Hades.

TERME DI SATURNIA THE THERMS OF SATURNIA Located in the rolling hills of Tuscany’s Maremma region, Terme di Saturnia Resort and Spa is close to the local village of Saturnia, named after the Roman god of the harvest. The unique composition of the sulfurous thermal waters and the fact that they remain at a constant temperature of 98.6 F have made this spa in Tuscany a healing centre for centuries and established its reputation world-wide. The ultimate spa in Tuscany for total well-being, Terme di Saturnia focuses on five areas - hydrotherapy, beauty, stress management, diet, and fitness - to help its guests achieve physical and mental balance and harmony. There is also an extensive medical programme. Guests’ rooms are in an ancient stone building with completely modern amenities. The Saturnia spa in Tuscany is open year-round, and its luxurious, tranquil environment draws international jet setters as well as spa in Tuscany aficionados.


SATURNIA HIGHLIGHT

The most striking corners of Tuscany, where hills map out the horizon and each stone, leaf and tree tells a story three thousand years old. Wandering along the pathways that meander through the countryside, between the thermal waterfalls and veils of steam, traces left by history can be made out: evocative Etruscan necropolises, elegant Roman villas, mysterious medieval fortresses. The charm of the Maremma is enriched by its livestockraising traditions. The ‘butteri’, skilful cowboys, were talented enough to beat Buffalo Bill in 1911 when he challenged them to a contest at breaking in colts. The Maremman cattle-rearers still remain proud of this victory and hand down their skills from father to son.


TERME DI SATURNIA

THE ULTIMATE EXPERIENCE

A WORLD CLASS COMPLEX SPA The innovative spirit that has always enlivened Terme di Saturnia is once again the driving force behind the creation of “The Ultimate”, the new luxury relaxation area that transcends the traditional concept of a spa. A private world whose careful choice of treatments creates experiences and sensations that go beyond the traditional perceptions of a spa. Black oak panelling. Small traces of bluish light, pockets of sky acting as an overture to the essential oils. Programmes for the body and therapies for the mind. Black. Symbolic and exclusive. Revitalization programmes, for couples too, enveloped in dreamlike scents and sounds. Even if you have only visited Terme di Saturnia Spa Resort for the day, you’ll know that it is special, a place where the natural benefits of the hot spring water regenerate the body and comfort the soul. A place where every guest becomes totally conscious of their whole being, their body and mind, the smallest feelings and the deepest emotions. According to the dictates of ancient therapeutics, all the thermal cures of Saturnia Spa aim for total well-being before tackling symptoms that prevent it occurring; working on the root causes of the trouble spots by means of methods linked to heat, the symbolic senses and the beneficial properties of the thermal water.



Seaside Spa

URBAN ESCAPED TO THE TUSCAN COAST

PORTO ERCOLE This pretty seaside resort is one of the most famous in Tuscany and is one of the two main towns on Argentario. The fortresses of La Rocca, Filippo, Santa Carolina and Stella dominate the hillside above the perfect little natural harbour and are reminders of more belligerent times when the town was controlled by the Spanish in the 16th century. Now that Porto Ercole is a place more associated with pleasure, good food, boats and relaxation (the renowned Pellicano hotel is just outside the town), the profusion of these fortifications takes one by surprise but adds another interesting angle to this incredibly picturesque little port. The historic centre of Porto Ercole can be reached through the Porta of Sienese origin surmounted by a clock tower on which one can read the plate commemorating the great painter Michelangelo Merisi – “Caravaggio” – who died in Porto Ercole in 1610.

LUXURY HOTEL IL PELLICANO

HIGHLIGHT

High on a cliff-like bluff in the fashionable Argentario peninsula overlooking the Tyrrhenian sea this legendary hotel was born of a love affair between an English aviator and an American Lady. Cascading down the hill towards the turquoise waters of the Med among pine trees and cypresses the Pompeii-red villas secure an elegant but relaxed atmosphere to its glamorous bohemian jetset guests, the quintessence of the Italian dolce vita. Il Pellicano is one of the hippest and most beautiful destinations for relaxed glamour, discreet luxury and sophistication.

Pelliclub health & beauty centre offers you a wide range of exquisite body and face treatments, which are the result of our recent partnership with Officina Profumo-Farmaceutica Santa Maria Novella. Our team of masseuses and masseurs will let you experience with care and professionalism the secret of the natural products of this renowned brand. Pelliclub means relax, care and wellness through our steam bath Calidarium, the fitness centre equipped by Technogym® and a hairdressing salon to take care of your beauty during your holidays.


The goal of Reawakening ALL OF YOUR SENSES Relaxing Thermal Spas in Tuscany have been renowned for their healing powers since Roman times, however these days there is much more to a spas in Tuscany than just the medicinal side – a wide range of traditional and modern wellness and beauty treatments, sumptuous rooms, gourmet cuisine and a level of luxury once enjoyed only by the likes of the infamous Medici family is now available to everyone.

THE WORLD’S CLASS SPAS IN TUSCANY Tuscany boasts some of the most luxurious spas in the world. Many spas in Tuscany are built around natural caves where hot thermal water has bubbled from the ground for thousands of years. Combined with world class service, sumptuous accommodation, top class food and wines and you can see why spas in Tuscany resorts are famous the world over.

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WHAT BETTER WAY TO ENJOY TUSCANY THEN A RELAXING BREAK IN A TUSCAN SPA


Treat ment

MUD THERAPY, OZONISED BATHS IN THERMAL WATER NATURAL CAVE WITH AN UNDERGROUND LAKE

Place

Treat ment

THAT IS RENOWNED FOR ITS RESTORATIVE HEALING POWERS. GROTTA GIUSTI NATURAL SPA RESORT MONSUMMANO TERME, FLORENCE

MEDITERRANEAN WELLNESS & BEAUTY CENTRES OVERLOOKING A STUNNING TUSCAN VALLEY

Place

THE MEDICI FAMILY OFTEN VISITED THE NATURAL SPRING WATERS AND EVEN BUILT ONE OF THE FIRST SPAS IN TUSCANY FONTEVERDE NATURAL SPA RESORT SAN CASCIANO DEI BAGNI TERME, SIENA


Treat ment

LA THESAN ETRUSCAN SPA WINETHERAPY

Place

GRAPES AND WINE, MUST AND GRAPE SEEDS FROM THE RICCARDO BARACCHI VINEYARDS, OBVIOUSLY THE BEST BERRIES GO INTO THE BOTTLE BUT THEIR RICHNESS GOES BEYOND WINE AND IS TRANSFORMED INTO CREAMS FOR MASSAGES AND TREATMENTS, OR EXTRACTS FOR A RELAXING BATH IMMERSED IN WINE. IL FALCONIERE CORTONA, AREZZO

Treat ment

DELICATE AROMA’S OF DR VRANJES “TUSCANY PLEASURE” LUXURY TREATMENT

Place

THE “TUSCANY PLEASURE” TREATMENT INCLUDES THE USE OF CHARACTERISTIC FRAGRANCES APPLIED BY OUR SKILLED THERAPISTS FOR A POLYSENSORIAL TREATMENT THAT COVERS FACE AND BODY. IL SALVIATINO, FLORENCE


Treat ment

2008 READERS’ CHOICE

AWARDS

BEST OF MINERAL SPRINGS THERMAL WATER THERAPEUTIC WATERS, PLANKTON BODY THERAPY

Place

Treat ment

TERME DI SATURNIA SPA AND GOLF RESORT SATURNIA, GROSSETO

BUDDHA SPA BY CLARINS

ASIAN DESIGN TOUCHES

Place

THE AMENITIES INCLUDE A SAUNA, TURKISH BATHS, AN INDOOR POOL, AND AN OUTDOOR POOL WITH A DRAMATIC MAN-MADE WATERFALL WITH CASCADES OF NATURAL SPRING WATER. BORGO L A BAGNAIA RESORT & SPA BAGNAIA, SIENA


Treat ment

THE WORLD’S LEADING LUXURY SPA PRODUCTS

ESPA SPA CASTELLO DEL NERO RELAXATION RITUAL OLIVE OIL AND PINK CLAY ORIENTAL INSPIRED HEAD MASSAGE; SEA SALT AND TUSCAN ROSEMARY BODY EXFOLIATION - TO EVOKE A TRUE FEELING OF TUSCANY.

Place

Treat ment

CASTELLO DEL NERO BOUTIQUE HOTEL & SPA, TAVARNELLE VAL DI PESA

WORLD’S CELEBRILITIES TESTIMONIALS

DR. ALI’S METHOD THE WORLD’S BEST TREATMENTS AND PRODUCT LINES.

Place

DR. ALI, PERSONAL DOCTOR TO CHARLES, PRINCE OF WALES AND OTHER FAMOUS PERSONALITIES SUCH AS THE SULTAN OF OMAN AND OTHERS WORLD’S CELCEBRITIES HAVE BEGUN AN EXCLUSIVE COLLABORATION WITH CASTEL MONASTERO, DESIGNING AND DEVELOPING INNOVATIVE, SCIENTIFICALLY CUTTING-EDGE TREATMENT PROGRAMMES IN THE FIELD OF PREVENTATIVE MEDICINE. CASTEL MONASTERO, SIENA


Treat ment

ESSERE SPA

TUSCAN COUNTRYSIDE SIGNATURE TREATMENT OLIVE OIL, GRAPE SEEDS AND FRESH ROSEMARY

Place

Treat ment

CASTELLO DI CASOLE, SIENA

HYDROPINIC THERAPY SPECIALIST OF THEMAL WATER THERAPHY

ITS ACTION ON METABOLISM IS MOSTLY THE REDUCTION OF CHOLESTEROL AND SERUM LIPOPROTEIN LEVELS. TERME DI MONTECATINI MEDICAL SPA MONTECATINI TERME

Place


Treat ment

SPA PRODUCT FROM SANGIOVESE GRAPES IN

CASTELLO BANFI BRUNELLO WINE THE GRAPE’S BENEFITS FOR A VITAMIN-RICH, ANTI-OXIDANT SKIN TREATMENT

Place

Treat ment

CASTELLO BANFI IL BORGO, MONTALCINO

WINNER OF

2010

READERS’ SPA AWARDS

THE DANIELA STEINER’S CARE SUITE WHITE GOLD TREATMENT THE WHITE GOLD TREATMENTS ARE THE AMBITIOUS RESULT OF THE CONTINUOUS SEARCH FOR PERFECTION AND ELE- GANCE OF DANIELA STEINER.

Place

CASTIGLION DEL BOSCO, MONTALCINO


Treat ment

THE ORIGINAL PRODUCTS FROM ONE OF THE OLDEST PHAMACIES IN THE WORLD

SANTA MARIA NOVELLA PHAMACEUTICAL PERFUME’S SPA SPECIALISE RITUALS SPECIALISE

Place

FROM THE ORIGINAL HERB, ORGANIC INGREDIENTS WHICH DEVELOPED BY SANTA MARIA NOVELLA PHAMACEUTICAL’S WORKSHOP. IL PELLICANO, PORTO ERCOLE


INTRODUCTION NEW BRANDING & SPA’S PRODUCT LINES

MEL THE SENSES OF TUSCANY LUXURY HOTEL & SPA


BACKGROUND HISTORY & INSPIRATION

Tuscany, The great place for urban escape, and here is the reason that today, the several kinds of countryside resort and luxury spa hotel has been producing in Tuscany. Tuscany has a rich heritage of beekeeping and honey production. Honey has traditionally used for centuries in Tuscan cuisine in the preparation of traditional sweets such as gingerbread, the nooks and Spongata honey cake. Looking in the overall details and characteristic of each hotel had presenting about the treatment from nature such as Wine Therapy, Thermal water treatment, White gold etc., but there’s no brand bring “Tuscan Honey” to be the main concept of the production of Spa product and treatment. In fact, The best honey in Italy comes from the ethereal sounding Lunigiana region, where historical area of Northen Tuscany and Liguria and where had called as the land of the moon. Lunigian honey it is the only honey in Italy to have its reputation legally protected by the European Community. Unaffected by pollution and produced using methods dating back centuries, the honey is particularly pure with a unique flavour.


BRANDING I STORY & BRIEFING

According to the inspiration of “Tuscan Honey” here is some reason about how honey works with skin care and relaxation. Manufacturers have used honey in everything from hand lotions and moisturizers to bar soaps and bubble baths. One reason they use honey is for its wholesome, all-natural image; more and more consumers are demanding cosmetics and personal care products made from natural ingredients. In the case of honey, however, image is just the beginning.

First, honey is a humectant, which means it attracts and retain s moisture. This makes honey a natural fit in a variety of moisturizing products including cleansers, creams, shampoos and conditioners. Using honey, a natural humectant with antimicrobial properties, the benefits from honey will help hydrate skin while relaxing the soul.

Therefore, The concept of Spa in tuscany started from the region where producing the most delicious honey in Italy and being the specialist of beauty and relaxation product, which made from “Nature Tuscan Honey”.


BRANDING II SPA CONCEPT & PRODUCT

Made in Real nature + SURROUNDING WITH roman town & castel The concept of new luxury resort and spa in Tuscany will located in Lunigiana, the land of the moon and it could be matched to the relaxation of couple at the resort while ‘Honey Moon’ trip in Italy.

The key words of the luxury hotel are

“NATURAL, TREASURE, BEAUTY, CHIC” Even surrounding of ruins and castle but the new spa ‘Mel’ will bring the innovation of spa as the multi functions of complex spa produced by Natural material from Honey specialized for Beauty Treatment with slow life nature.

To protect its reputation as the best honey in Italy, the European Union has awarded the acacia and chestnut honey from Lunigiana DOP certification – the only Italian honey to qualify is the garantee stamp in the product, plus the value of revive skin and doesnt’ dry the skin.


INSPIRATION BOARD



BRANDING III NAMING PROCESS

The inspirations of brand’s naming came from The concept of ‘Treasure of Tuscany’ linked to the key words of TUSCANY, NATURE, TREASURE, HONEY in Italian, Latin, Spanish.

IN ITALIAN

TESORO TREASURE

VIS NATURE IN LATIN

TUSONEY

TUSCANY TREASURE

HONEY IN L ATIN

MELLA

HONEY

MILLE MIEL HONEY IN SPANISH

HONEY IN LATIN

MEL FINALIZED NAME


IDENTITY DESIGN: LOGO TYPE & SIGNATURE

PROCESS & SKETCH

MIND MAPPING

LOGO SKETCHS


NAME FONTS SUB TITLE FONTS NAME & SUB TITLE FONTS SELECT

FINAL SELECTED


EVOLUTION

FINAL DESIGN


MAIN SIGNATURE DESIGN & EVOLUTION

FINAL DESIGN


B/W LOGO

POSITIVE

NEGATIVE

COLOR TYPE

C18 M51 Y77 K06

PANTONE 153

R204 G134 B70

C13 M33 Y65 K02

PANTONE 7510

R223 G175 B104

C53 M15 Y39 K01

PANTONE 557

R135 G179 B165

C47 M47 Y44 K31

PANTONE 410

R120 G106 B104


CORPORATE IDENTITY DESIGN PROMOTIONAL ITEMS



YOUR BEST HONEYMOON OF

TUSCANY TREASURE

W W W. M E L S P A . C O M


YO U R B E S T R E L A X AT I O N O F

TUSCANY TREASURE

W W W. M E L S P A . C O M


DESIGN AND PROJECT BY ALISHA PATURIYAVET


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