Brand Identity & Packaging
Aethel Wellness Club
Private London wellness club — brand, architecture and digital system.
Industry
Wellness / Hospitality
Scope
- Brand Strategy
- Identity Design
- Spatial / Architectural Direction
- Digital System
Context
Aethel is a private wellness club in London. The brief: create a space that feels like home, supports high performance, and justifies premium membership through experience not exclusivity.
Approach
Most luxury gyms feel like vaults. Aethel feels like daylight. From there, every decision followed: let the outside in, and give each ritual its own room.
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