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How we crafted a new standard of wellness in Russia-a refined, tactful, yet powerful brand that speaks the language of luxury without shouting
Creating a Wellness Club Brand in the Heart of Moscow for the Seven-Star Hotel "Rossiya"
- 6 минут чтения
Client
Kievskaya Ploshchad is one of Russia’s largest developers, part of the business portfolio of God Nisanov (ranked #50 on Forbes Russia).
The project is located in the upcoming seven-star Rossiya hotel on Varvarka Street-steps away from the Kremlin and Zaryadye Park.
Within this prestigious space, a premium wellness club with an in-house medical clinic is launching, aimed at high-income Moscow residents and international guests (UAE, China, Singapore, and beyond).
The project is located in the upcoming seven-star Rossiya hotel on Varvarka Street-steps away from the Kremlin and Zaryadye Park.
Within this prestigious space, a premium wellness club with an in-house medical clinic is launching, aimed at high-income Moscow residents and international guests (UAE, China, Singapore, and beyond).
Client Objective
To develop a brand for a unique high-end wellness center with no direct analogues in Russia.
Key audience groups include affluent Muscovites-business owners, CEOs, political figures, cultural leaders-as well as international hotel guests from the Middle East and Asia.
Key audience groups include affluent Muscovites-business owners, CEOs, political figures, cultural leaders-as well as international hotel guests from the Middle East and Asia.
Our Approach
What should the "Russian Wellness Club" feel like?
- Sleek and modern
- Character-driven
- Visually distinctive
- In harmony with the overall aesthetic of the Rossiya hotel
We developed three complete brand concepts with detailed narratives and logos, from which the client selected the final visual identity for RWC.
In the end, Russian Wellness Club became a brand that embodies understated luxury, cultural authenticity, and a contemporary take on wellness as a lifestyle. Its essence lies in the notion of energized calm and powerful balance-a place to transition between work and home, to rest and recharge.
- Sleek and modern
- Character-driven
- Visually distinctive
- In harmony with the overall aesthetic of the Rossiya hotel
We developed three complete brand concepts with detailed narratives and logos, from which the client selected the final visual identity for RWC.
In the end, Russian Wellness Club became a brand that embodies understated luxury, cultural authenticity, and a contemporary take on wellness as a lifestyle. Its essence lies in the notion of energized calm and powerful balance-a place to transition between work and home, to rest and recharge.
Implementation
A wellness brand that speaks softly but with impact.
Market Research at Brand Development Stage
Step 1
Most premium fitness clubs in Russia (in cities like Moscow, Sochi, Kazan, Kislovodsk) follow traditional images: either «high-performance sport» or «health-focused center.»
Few, if any, present wellness as a place to meet, reset, and flow between the pace of life and leisure.
Few, if any, present wellness as a place to meet, reset, and flow between the pace of life and leisure.
- Naming, Positioning & Brand NarrativeStep 2Russian Wellness Club represents quality that doesn’t need flashy packaging. The name is concise and universal-resonant whether said in Moscow or Singapore.
We deliberately avoided English fitness buzzwords or aggressive visual cues to minimize information overload. - Logo & Visual IdentityStep 3To shape a fresh identity, we fused the mood of quiet luxury with Russian cultural codes. The color palette is inspired by heritage motifs, evoking everything from imperial porcelain to jute textures and kumach reds.
The logo features a graphic emblem paired with a signature typeface-striking and recognizable across formats: from foil stamping on fitness gear to embroidery on staff uniforms or integration into the club's interior design.
The photo style was crafted with real-life functionality in mind. We steered clear of overly "folkloric" storytelling, instead embedding the identity into clean, modern layouts with real people, equipment, and sport elements.
Defining Brand Elements
Step 4
These design accents are inspired by the elements of nature and reflect human qualities like willpower, speed, flexibility, and strength.
They translate into a full communication system. Iconography allows for complete coverage of club needs-from wayfinding to creating emotional touchpoints.
They translate into a full communication system. Iconography allows for complete coverage of club needs-from wayfinding to creating emotional touchpoints.
Fun Detail
In small but memorable moments, we subtly merged Russian cultural motifs with international fitness language in a playful way.
Foreign fitness terms were gently «Russified» into words like STEP’, POWER’e, and WORKovat’. These appeared on takeaway cups-paired with English descriptions for international guests and nostalgic charm for locals.
Foreign fitness terms were gently «Russified» into words like STEP’, POWER’e, and WORKovat’. These appeared on takeaway cups-paired with English descriptions for international guests and nostalgic charm for locals.
Outcome
We created a brand that is both highly adaptable and deeply rooted in national character-free from clichés or stereotypes.
The project successfully passed focus group testing and received positive feedback from both international and Russian participants. It’s now moving into the implementation phase within the Rossiya hotel.
The project successfully passed focus group testing and received positive feedback from both international and Russian participants. It’s now moving into the implementation phase within the Rossiya hotel.
Команда проекта
- ClientKievskaya Ploshchad
- Ekaterina SichkarFounder
- Viktoria LymarHead of Branding & Design
- Yana BelousovaCreative & Strategy Director
- Viktoria BarinovaCreative Copywrite
- Vladislav SkorobogatovSenior Designer
- Anna StefkinaSenior Designer
- Ekaterina FilippovaDesigner
- Anton KiryazievDesigner
- Veronika DrovnyashinaClient Relations Director
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