Brand Identity
Manual
Soul Thai Spa — The Good Luck Spa
A healthy body begins with a healthy Soul
Version 1.0 · September 2026
Soul Thai Spa — The Good Luck Spa
A healthy body begins with a healthy Soul
Version 1.0 · September 2026
01 · Brand Essence
The foundational truths that guide every expression of the brand.
To bring authentic Thai wellness to Pretoria — performed by therapists trained in the tradition originated in ancient Chiang Mai.
To be the most trusted Thai spa in South Africa — where every guest leaves lighter, calmer, and luckier than they arrived.
Rooted in genuine Thai tradition. Every treatment reflects the discipline and philosophy of Nuad Thai.
Arrive as a stranger, leave as family. A quiet consultation, a ritual foot wash, and herbal tea at your leisure.
"The Good Luck Spa" isn't just a tagline — it's what guests feel when they walk out renewed. Good luck follows a good soul.
| Dimension | Position |
|---|---|
| Price tier | Mid-market — accessible luxury |
| Audience | Women 25–55, professionals, couples, gift-givers |
| Competitive edge | Authentic Thai technique, three convenient locations, "Good Luck" philosophy |
| Tone | Warm, confident, unhurried — never pushy or clinical |
| Personality | The trusted friend who knows exactly what you need |
02 · Logo
Our visual signature — two versions for every background, used with consistency and respect.
Single-tone version for light backgrounds, print, and subtle applications.
500 × 172 px · PNG · Transparent bg
Light-coloured version for dark backgrounds. The go-to version on charcoal, forest, or brand-colour sections.
500 × 172 px · PNG · Transparent bg
03 · Color Palette
A warm, grounded palette inspired by Thai silk, temple gold, and natural serenity.
#D61F26
CSS: var(--brand)
CMYK: 0, 86, 82, 16
#B0181E
CSS: var(--brand-deep)
Hover/active state
#C8A25C
CSS: var(--gold)
Accent, dark bg highlights
#A8853E
CSS: var(--gold-deep)
Gold hover/active
#2b2b2b · Main body text
#4d4d4d · Secondary text
#858585 · Muted / metadata
#F6F1E4 · Text on dark bg
#FBFCFD · Page background
#F5F4F5 · Section alt background
#1A2E24 · Dark accent section
#1A1A1A · Footer background
#ffffff · Card / clean bg
#e5e5e5 · Borders / dividers
| Use Case | Colour | Notes |
|---|---|---|
| Buttons (primary) | Brand Red (#D61F26) | Hover → Brand Deep (#B0181E) with red shadow |
| Buttons (ghost) | Ink border, Ink text | Hover → Brand Red border & text |
| Section headers (label) | Brand Red, uppercase, 0.35em tracking | Always 11px font size |
| Decorative line | Brand Red | 1px wide, 3.5rem length |
| Dark backgrounds | Charcoal / Forest | Text → Cream (#F6F1E4), accents → Gold |
| Stars / ratings | Brand Red (#D61F26) | 5-point SVG stars |
| Price highlights | Gold (#C8A25C) on dark bg | Or Brand Red on light bg |
04 · Typography
Two complementary typefaces — one elegant, one modern — that speak warmth and authenticity.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
| Element | Font | Size | Weight | Other |
|---|---|---|---|---|
| Hero headline (h1) | Cormorant Garamond | clamp(3rem, 7vw, 4.5rem) | 500–600 | Leading: 1.02 |
| Section heading (h2) | Cormorant Garamond | clamp(2rem, 5vw, 3rem) | 600 | Leading: 1.05 |
| Card heading (h3) | Cormorant Garamond | clamp(1.5rem, 3vw, 2rem) | 600 | — |
| Body text | Manrope | 0.9–1rem | 400 | Leading: 1.6 |
| Buttons | Manrope | 12–13px | 600–700 | Uppercase, 0.18em tracking |
| Section label | Manrope | 11px | 600 | Uppercase, 0.35em tracking |
| Price display | Cormorant Garamond | 2–3rem | 600 | — |
| Pull quote | Cormorant Garamond | 1.1–1.2rem | 400 Italic | — |
| Small / metadata | Manrope | 10–12px | 600 | Uppercase, 0.14–0.2em tracking |
05 · Tone of Voice
The Soul Thai voice is warm, confident, and unhurried — like a trusted friend who knows exactly what you need.
We speak like a sanctuary, not a sales floor. Every message should feel like stepping into a calm room with herbal tea waiting.
✓ "Slow rhythmic stretches and deep release — ninety minutes of the treatment our guests come back for, month after month."
We've been in Pretoria since 2017. We don't need to shout. Our expertise speaks for itself.
✓ "Authentic Thai massage performed by therapists trained in the tradition originated in ancient Chiang Mai."
We never rush. Our copy shouldn't either. Use rhythm, soft spacing, and a sense of time slowing down.
✓ "Every treatment begins with a quiet consultation and a ritual foot wash — and ends with a soothing herbal tea at your leisure."
The tagline isn't just decoration — it's the emotional promise. Guests walk out feeling lighter, and good luck follows.
✓ "Bought a voucher for my mom's birthday — the E-Gift made her cry. Happy tears."
| Use | Avoid |
|---|---|
| "A healthy body begins with a healthy Soul" | "We offer the best massage in town" |
| "Slow rhythmic stretches and deep release" | "Our massage will fix your back pain" |
| "The treatment our guests come back for" | "Top-rated massage service" |
| "Good luck follows" | "Buy now — limited offer!" |
| "Authentic Thai massage" / "Nuad Thai" | "Full body relaxation massage" |
| "Three Spas — Centurion · Serene · Irene" | "Visit our branches" |
| "At your leisure" / "At a special price" | "Hurry! Sale ends soon" |
| "Hand-picked offers" | "Check out our deals" |
06 · Design Patterns
Recurring visual elements that make the brand instantly recognisable.
Full-width rounded "Book now" buttons in brand red. 50px border-radius. Hover → deeper red + red glow shadow.
Elements fade and slide into view on scroll. Staggered delays (120ms, 240ms, etc) for rhythm.
A small red horizontal rule beneath section headings. 3.5rem wide, 1px height, below the label/intro.
Treatment cards lift -1px on hover + subtle border glow (brand red, 0.3 opacity). Duration 500ms.
Inline star SVGs in brand red. Used in testimonial cards. Always 5 stars in header, then blockquote italic.
Subtle concentric circle outlines in the hero — brand/15, gold/15 opacity. Suggests zen, calm, aura.
Soft brand-red radial gradient overlays on hero and dark sections. Creates depth without images.
Custom SVG icons (lotus, energy waves) used as decorative elements. Gold on dark, faint brand on light.
Primary buttons (brand red, cream text), ghost buttons (border-line, transitions to brand), and small badges (savings indicator).
07 · Applications
How the identity comes to life across every touchpoint.
Built with Next.js App Router. Features include: treatment catalogue with cart, specials promotions, three spa locations, gift vouchers, online booking, customer reviews, social links. Uses Framer Motion for reveal animations. Dark forest/charcoal footer sections contrast with warm cream/white body. Brand red CTA buttons throughout.
Full-width email template with hero image header, coupon code banner at top, introduction paragraph, and four Spring Special cards. Uses brand red (#fc0606) for CTA buttons and coupon text, #2b2b2b for body copy, #fbfcfd for alternating backgrounds. Mobile-optimised table layout. Sent to 21,244 VIP subscribers via Listmonk/Mailgun pipeline.
Key email template specs: No outer frame/full-width design. Brand red coupon header. Button → brand red with cream text, border-radius 4px. Specials shown as image + title + description + price + CTA blocks.
Consistent profile imagery using the logo mark. Warm, lifestyle photography in posts. Captions mirror the Tone of Voice — unhurried, warm, never sales-y. Linktree aggregates all booking + social links. WhatsApp direct booking links for each location.
Primary logo on light backgrounds. Ink logo on dark spa menus or gift voucher cards. Brand red accent lines and gold details for premium feel. Font hierarchy: Cormorant for treatment names, Manrope for pricing and details.
| Spa | Phone | WhatsApp Link |
|---|---|---|
| Centurion | 067 714 4448 | wa.me/27677144448 |
| Serene | 073 243 4500 | wa.me/27732434500 |
| Irene | 073 109 2143 | wa.me/27731092143 |
Standard booking message prefilled: "Hi Soul Thai Spa [Location] — I'd like to book a treatment."
08 · Photography & Imagery
Warm, natural, and unhurried — photography that makes you want to book right now.
Warm, golden-hour lighting. Soft natural light through windows. Candlelit spa atmospheres. No harsh fluorescent or cool-toned clinical lighting.
Ideal: A treatment room with warm wooden tones, soft white linen, amber candlelight, and natural light from a window.
Hands performing massage, feet being washed, a guest sipping herbal tea. Close, intimate framing. Never clinical — always human and warm.
Ideal: A therapist's hands performing rhythmic compressions on a guest's back, soft focus, warm tones.
| Property | Standard |
|---|---|
| Treatment images | 4:3 aspect ratio, rounded corners (12–16px), object-cover |
| Portrait / hero images | Full-width, natural light, gradient overlays for text readability |
| Logo images | PNG with transparency; 500×172 px for digital |
| Colour treatment | Warm-toned (-10% blue, +5% red), slight desaturation for calm feel |
| Placeholder style | Soft grey background (#F5F4F5) or brand-soft pattern |
Slow down. Good luck follows.
Soul Thai Spa — The Good Luck Spa · Brand Identity Manual v1.0
Prepared September 2026 · Crafted with care in Pretoria