Case Study: Laguna Spa

The Company
Part of the Park Plaza Hotel in Cardiff, the Laguna Spa is a city centre spa with a customer centric approach to their clients. Each client enjoys a particularly carefully planned journey through their chosen spa package.

The spa specialises in their range of treatments and offer a beautiful pool and relaxation area with a lovely green view of mature trees out of the windows of the relaxation room—even though they are right in the heart of the capital city.

Laguna Spa Brochure and Branding


The Task
Laguna Spa were looking for a full review of their brand values and how this could translate into new marketing collateral. Initially, the logo itself was to remain the same, though colours were a possible change. 

Previous agencies had not provided the solutions the spa was looking for, so we realised we needed to go a little deeper than normal for the brand project. 

This meant not only ensuring the client had full input at the start of the project—isolating the existing values and goals for the spa—but looking at the project more holistically. That meant looking at the interior space itself as a guide to the design of future brochures, website, leaflets etc (each to be updated as they are required).


Laguna Spa, part of Park Plaza Hotel in Cardiff

The Challenge 
Laguna Spa understood themselves well and were able to articulate the positioning of the spa well. This focussed our efforts quickly into three distinct areas—each representing the values in three related but still specific styles.

 We returned with a full presentation of not only the values, but visuals of how these values could translate into an interior design, along with how they would influence the design of brochures for example.

These three ‘looks’ were categories as: 

1.     The architectural style of Inside Out/Outside In (where the outside and inside are blended and blurred. In this version we concentrated on nature mixed with urban materials)

2.     The minimalist Japanese approach of Shibusa (simple, subtle, and unobtrusive. Characterised by natural materials and bold but minimalist use of colour). 

3.     And finally, a more typical approach of Rainforest/South American (bold rainforest imagery and natural materials but with rich gold and bold colours and Latin inspired patterns.

We then created a full presentation that included colourways, textures, furniture, interiors, accessories, patterns and colours that exemplified each approach. We also produced three draft cover treatments for a brochure to visualise how each approach would translate to a printed document.

Further, we built on the idea of creating an ‘Instagram corner’ to provide a perfect social media space for certain clients and help popularise the spa.


Laguna Spa new Brochure

Inside of Laguna Spa's brochure


The Outcome 
At the end of the presentation to the client we received a lovely piece of feedback from the Sales & Marketing Director: “That’s the best presentation I’ve ever seen”.

Our presentation helped the team at Laguna understand our thoughts and how the values of the brand translate into meaningful decisions.

Finally, though we’d been told not to touch the logo, well, we had to… We presented 24 typeface variations with a new design. The client loved them and changed their mind on not allowing us to alter the logo. The new logo captures a more modern aesthetic and gives a more elegant feeling to the spa.

We are now rolling out new brochures, posters, leafleting for Laguna, and our remit has extended into the Park Plaza hotel itself. We now produce menus, room brochures and more for this 4-star hotel.

See more of our branding work on our branding portfolio page.


Caffeine Creative have helped us achieve our branding visons in not only a timely manner but with a real passion for what they do. From the smaller work to the large projects, they always give us the same professional commitment to each piece.”
Caroline Sims, Sales & Marketing Director – Laguna Spa, Park Plaza Hotel Cardiff


Autumn Browsing

While getting in the autumnal mood and browsing artwork and illustrations with those vibes I came across the lovely work of Jess Mason.

Read More

Green Therapy

Green therapy or ecotherapy is a term for the nature based approach to help your mental well-being.

Read More

1000 Projects!

We’re celebrating our 1000th significant project… Thank you to everyone who's helped make this happen.

Read More

Mini Did What?

I'm really not picking on Mini (see our other Mini based rant), but for this US version, what's going on?

Read More

Charity Ride - Update

It was a shame to not have a group ride, but we had great weather (unlike last year) and we saw others out there supporting the charity too...

Read More

Charity Ride

I’ve been meaning to do this themed rideout forever and finally I’ve pulled my finger out and sorted my registration for the event. 

Read More

Welsh Cream Tea

In between the ever present showers we've had for summer 2020 we did a very quick photoshoot for Fabulous Welshcakes. 

Read More

Case Study: Laguna Spa

Part of the Park Plaza Hotel in Cardiff, the Laguna Spa is a city centre spa with a customer centric approach to their clients.

Read More

Colours: Yellow

Once upon a time a very straight-talking individual decided he wanted all the interiors of his planes to be very ‘on-brand’.

Read More

Designers Hate...

Welcome to a new series where we pour out our somewhat obsessive overreaction to small-but-hugely-irritating design decisions.

Read More

Case Study: Acuity Law

Acuity Law is a dynamic law company, with a modern organisational structure and an agile, fluid team-centric model.

Read More

Natura Unreal

In this post I just simply wanted to share something that made me go 'wow!' check out these beautiful surrealistic pieces by Luisa Azevedo.

Read More

Digital Zombies

Are we too depenendant on our devices? Are we just 'digital zombies' constantly glued to our phones?

Read More


When discussion with friends turns to books, when I let people know that I enjoy sci-fi novels, I get a certain look...

Read More

Designing With Purpose

One belief we’ve always held close to our heart at Caffeine is that design must not only look good, it absolutely must have purpose.

Read More

Look Big - Quick Look...

The beautiful illustration work by Jeff Östberg really caught my eye and make this a lovely book to flip through.

Read More

Brand Values

Can you remember the values your business settled on? Are they really a part of your daily life in work?

Read More

Animals of the North

A quick post to show off the lovely illustrations in the book, Wild Animals of the North.

Read More

Case Study: Firing Line

Firing Line are a regimental museum that pride themselves on engaging storytelling though their exhibits and artefacts.

Read More

Everyday Magic

A quick post for you today showing you some amazing photographs from the German photographer Lucas Zimmermann.

Read More

Case Study: Barnardo's

A third sector organisation that needs no introduction came to us frustrated at their existing external designer.

Read More

Our New Site

Typically, and this is probably true for many businesses, it took us ages to get our own new site launched. But launched it is...

Read More

Case Study: Forbes

We were approached to look at reinvigorating the brand as a whole, starting with the main element of the logo and then the supporting parts.

Read More

Case Study: FWC

Cardiff based Fabulous Welshcakes asked us to create their full brand and suuporting materials. They are our oldest client...

Read More

Attract Business

Utilise our skills and experience to help you stand out and attract business.

Read More

The Power of Colour

We are surrounded with colour. Every day our lives are enhanced by the colours of nature around us. 

Read More

Just My Type

I recently had the pleasure to come across a little gem of a book dedicated to the world of typefaces.

Read More

Delicate Paper Flowers

Pretty awesome paper flower creations.

Read More

VAT on Print Work

Did you know that VAT is zero on some print items, but not others?

Read More

The Designer Says

“I want to make beautiful things even if nobody cares.”

Read More

Information Is Beautiful

The Effectiveness of Infographics

Read More

Leica M Monochrome

Take a look at this thing of beauty and tell us you don't love the magic and romance of monochrome photography...

Read More

What Makes A Designer

What makes a designer a designer? And why can't anyone do it?...

Read More

Property Releases

Something to Watch Out for...

Read More

Social Media

So, you’ve decided to do it, or it’s been foisted upon you, or you feel you have to be involved with social media because everyone else is. Now what?

Read More

Details, Details, Details

It’s a painting right? Well it take’s a little while to accept it, but it’s actually a hyper-realistic painting by the artist Jason de Graaf.

Read More

Fab Free Font

Lovely retro font from Fontfabric

Read More

Elegant Ampersands

More a Graphic Than Type.

Read More


Really? Why do designers think that I want to be seen in this?

Read More

Design vs Style

Design & Style. Is There a Difference?

Read More


contact us

Contact Us & Let's Talk

We'd love to have the opportunity to work with you, so why not get in touch and see how we can bring something very special to your next project...

Contact Details
t: 029 2009 9550
The Studio
25 Millbrook Heights
Dinas Powys
CF64 4JJ