STILLWATER SPA AT PARK HYATT TORONTO—

A wellness oasis in the heart of the city.

OPPORTUNITY

Following a major renovation at Park Hyatt Toronto, Stillwater Spa sought to evolve its visual identity in parallel with its luxurious, newly redesigned space. The objective was to modernize the brand to better reflect the spa’s elevated offerings and calming atmosphere, while aligning with Park Hyatt’s global design standards.

SOLUTION

The resulting brand identity, type treatment and colour palette speak to quiet luxury, anchored in warm neutrals and minimalist design. Supporting materials were purposefully understated and elegant, highlighting the spa’s restorative experience.

IMPACT

This strategic brand overhaul elevates the guest experience and reinforces Stillwater Spa’s reputation as a top-tier wellness destination in Toronto. The sophisticated identity seamlessly aligns with the newly renovated space by Studio Munge, resonating with guests through every touchpoint—from appointment cards to welcome signage. The result is a consistent and memorable brand experience that begins the moment guests arrive.

A visual language of quiet luxury.

The visual identity captures the essence of Stillwater Spa as a serene, restorative haven. Inspired by the calm of early morning waters, the brand features dynamic watercolour brush strokes that symbolize the spa’s ever-evolving nature.

A soothing colour palette, paired with refined typography, brings a sense of quiet luxury to every touchpoint. Senlot Sans was selected for its balance of simplicity and character, offering elegant contrast, subtle calligraphic details, and versatile weights that add warmth and sophistication to the brand experience.

Guiding a consistent, elevated experience.

The brand guidelines were developed to ensure Stillwater Spa’s refined identity is applied consistently and thoughtfully across all platforms. The guidelines strike a balance between structure and flexibility, allowing the brand to maintain its serene, luxurious feel while adapting seamlessly to both print and digital applications. 

A seamless blend of design and experience.

The Stillwater Spa rebrand delivers a visual identity that is as calming and considered as the experience it represents. From the fluid brush strokes to the elegant typography, every element was designed to reflect the spa’s renewed sense of place—serene, sophisticated, and deeply restorative.

The result is a brand that not only enhances the guest journey, but also supports long-term consistency and growth across every touchpoint.

Interested in collaborating?

Let’s chat—hi@meglynch.com

© 2025 Meg Lynch
A random fact about me—I love puffins.