XWELL announced a new brand identity and website redesign for its airport spa brand XpresSpa, which will now be visually represented as Xpres Spa. Coinciding with Xpres Spa’s 20th anniversary, the new website launch and logo aligns with management’s ongoing focus to improve the user experience and drive sales growth in its flagship airport business. The Xpres Spa rebrand reflects the Company’s continued effort to bring restorative, regenerative and reinvigorating products and services to travelers, strengthening its market position with a modern aesthetic and intuitive website.
From a design and brand equity perspective, the new airport spa logo features a combination of the shape of ancient sundials and the warm, restorative powers of the sun. This modern sunshine palette captures the invitational, trustworthy, and authentic nature of Xpres Spa, exemplified by the passion, knowledge, optimism, and friendliness of its team members. Distinctively, the new space between “Xpres” and “Spa” further reflects the value of personal restoration, especially while on the go.
In addition to unveiling its new corporate identity, Xpres Spa is launching a completely new website designed with its customers' needs and preferences in mind. To ensure accessibility and engagement, the new website is optimized for various devices from mobile, tablet and desktop. It also features an updated menu of services such as stretch as well as a new scheduling tool allowing travelers to make appointments for services before they arrive at the airport. “We’re incredibly proud of this new identity and website for our flagship in-airport brand, and we’re especially excited for what it represents for current and future guests,” says Scott Milford, CEO of XWELL. “With the ongoing challenges of air travel today, we want to strengthen our ability to offer travelers effective ways to decompress, and these changes help to serve this goal.”
The new logo and branding are expected to be systematically and cost-effectively integrated in Xpres Spa locations over the coming months and will be accompanied by a new sound and scent program, further contributing to Xpres Spa’s desire to be an oasis for travelers.