Since the pandemic, the hospitality space has found itself in a state of rapid evolution, having to meet customers’ increasing demand for unique, personalized experiences. Navigating this change is California’s Dr. Wilkinson’s Backyard Resort and Mineral Springs, a local 1950s institution renowned for its hot springs, spa, and its founder John Wilkinson’s signature approach to wellness. Looking to rethink their entire brand experience for the COVID era, resort owner Chartres Lodging Group partnered with branding and design studio CONTINO to launch a new design-centered, retail-supported concept for the beloved boutique luxury resort.

For CONTINO Founder and CCO Jon Contino, the project was the perfect opportunity to redefine hospitality and wellness, taking creative chances to build a more human connection with customers. “We wanted to create a sense of discovery and attract a strong community around this whole new, unique vibe – something that people could brag about to their friends. It needed to feel high-end but affordable and have a ton of personality.”

Working closely with the client to make sure the rebrand was still in the spirit of the original Dr. Wilkinson's Backyard Resort & Mineral Springs, CONTINO took inspiration from the property itself and looked through as many historical photos, writings, and ads as possible. They also took great care to retain the original quirky artistic flourishes made by John Wilkinson’s wife and partner Edy, such as custom mosaics she designed in the cement around the property. Natural textures like the warm, mineral waters, steamy mud baths, cushioned grass, gentle winds blowing through the palms, and rough grit of the painted cement, all provided an inspirational backdrop for the final identity.

The result was a complete reimagining of the Dr. Wilkinson's Backyard Resort & Mineral Springs brand experience, including a new logo based on a refreshed version of the classic script type used in its famous neon sign, a new website, as well as a total refresh of all of the resort’s design elements – icons, patterns, murals, and illustrations. “We wanted everything to feel very loose and organic, very gestural,” says Contino. “From the murals and background elements to the water-like patterns to the wispy, raw yet balanced feel of the illustrations showing abstracted figures relaxing – everything needed to feel casual and stress-free.”

CONTINO also took great care to redesign how guests experience and move through the resort, educating them through wayfinding and signage to soothe any concerns for spa newcomers (especially those unfamiliar with its signature hot mud baths) and make them comfortable with the process. They even helped choose the types of lawn games that would be available for guests.

Central to the new brand was a renewed focus on the food and retail experiences — both staples of the modern wellness industry. CONTINO not only led branding and design for “health food meets comfort food” cafe House of Better, but designed custom packaging for collaborative spa products like bath salts and at-home spa treatments, as well as blankets, towels, clothing, water bottles, and other spa mainstays. “You want your guests to have an experience at your property – to feel like it’s a lifestyle choice,” notes Contino. “So, it was crucial to allow them to buy into the brand the same way they would a clothing company. We wanted guests to take the brand home with them.”

With every creative decision, CONTINO made efforts to sidestep well-worn trends in the space. “There are a lot of spa-based hospitality brands that are incredibly sterile and cookie-cutter,” adds Contino. “People often feel like wellness can only be one way – perfectly white and clean – but that leads to most wellness brands looking exactly alike. We wanted to represent the actual elements that make Dr. Wilkinson's Backyard Resort & Mineral Springs unique, giving everything a feeling of clay and ash, the movement of the relaxing hot water, and the textures of the mud. To us, a representation of what you experience in this place seemed so much more effective than just trying to mimic another high-end spa.”

Most importantly, says Jon Contino, the approach helped the resort evolve its brand to succeed in a quickly changing world. “Boutique establishments like Dr. Wilkinson’s can create memorable experiences that push the entire industry to new creative heights. The way the brand speaks to its guests, the way it thinks about all the minor details that create an experience – all of this is so important to creating a legacy of loyalty, and now Dr. Wilkinson’s has that foundation to build from. And it’s already working – people are loving the new experience and guests are very into the merchandise we designed. This project proves exactly what we had hoped — creativity can be a business benefit in the world of spa resorts.”