Champneys

The Brief 

Champneys

Raise the awareness of Champneys and our offering among 16-25 year olds.

Background

Champneys pioneered the holistic wellbeing concept. We were the first UK health spa chain and the first purpose-built health resort. Champneys boasts four spa resorts located in the English counties of Bedfordshire, Hertfordshire, Leicestershire and Hampshire, each possessing its own style and personality. Our flagship health and wellbeing spas, with their unequalled range of treatments and offerings, attract A-listers, the sporting world, the spa cognoscenti and those who simply seek a treat.

Led by our four luxury resort spas, the Champneys experience is also accessible to everyone through the high street Day Spas and the Champneys Spa Collection. Our distinct Champneys brand of Englishness is also growing in Europe, Asia, the Middle East and North America.

Owned by mother and son, Dorothy and Stephen Purdew, the Champneys brand began with the purchase of their fourth resort in Tring, Hertfordshire. Purchased along with the Champneys name, the Tring resort was originally owned by the naturopath Stanley Lieff, who in 1925 opened the site as the first UK health farm. The Purdews then went on to rebrand all four resorts under the name Champneys as well as launch the Champneys Collection and eight Champneys Day Spas across the country.

The Creative Challenge

Our current target audience is women aged between 35-65. We need you to help us extend this into the younger market, raising 16-25 year olds' awareness of Champneys and what we have to offer in regard to staying healthy, keeping fit and living with vitality.

The challenge is to find a creative, interesting, relevant and inspiring way to make young adults understand the importance of staying fit and healthy and encourage them to do this through Champneys. It is about suggesting (without being pushing parents!) that they spend their money in a different way - replacing boozy nights out or shopping sprees with a refreshing and invigorating spa break. We would like to make health and wellbeing ‘cool’ amongst young adults, highlighting the importance of staying fit and healthy as well as groomed and gorgeous, to entice a younger target audience to turn to Champneys for all their health and wellbeing needs as well as their pre-party pampering.

The chances are this audience may not have even heard of Champneys or they may feel it is not accessible to them. It would be great to educate 16-25 year olds that a trip to Champneys can be much more beneficial than they think.

Creative Requirements

Your idea must be original and appealing to a young adult audience. We are looking for fresh new ideas! You may present this any way you wish and are free to respond and create this communication or content in any medium or combination of media you wish. You must include the Champneys Logo within your work (available in the Project Pack at the YCN website).

Our Positioning

• Our ambition – To become the British ‘Gold standard’ for wellbeing, and a world-leading brand in health, beauty and wellbeing.
• Our promise – To inspire people to live with vitality.
• Our difference – The genuine, expert and complete solution to wellbeing.

Our Brand Values

• Empowerment – To help our customers to live fulfilled lives.
• Personable – We welcome our customers with a genuine, helpful, warm and hospitable service.
• Expert Knowledge – To educate our customers and help them achieve their goals in the best possible way.
• Quality – To help our customers to relax and leave the tension of everyday life behind, we seek to provide excellence in our food, service and atmosphere.
• Original – We deliver originality, authenticity, and innovation and lead the way for our customers.

Ideas should...

• Be creative and original
• Have a sense of spirit that appeals to 16-25 year olds
• Portray our key values and promise
• Educate and leverage the emotional and physical lifestyle and health and wellbeing opinions that 16-25 year olds want to achieve

Ideas should not...

• Be corporate
• Be over the top
• Disregard the Champneys ambition or brand values

After looking at this brief i thought i would start by looking at the Champneys brand itself, so i could get an idea of what it looks like now, the colours, the feel, what target audience i think it is aimed at and what its all about. 



A few images of Champneys

I firstly looked at images of the brand to see what it looked like at the moment.

The brand is very simple and organised, it also holds some patterns that appear to have been taken form a fruit 

 This is there logo that looks like it is very much targeted at an older generation.

A range of some of there products 

A brochure for Champneys 

This is part of one of the brochures for Chmapney, as can be seen the layout is very simple, there has been a grid applied across the whole range of the brochures. As can be seen they are very image based which doesn't overload the viewer with a lot of information and type, it also gives them a sense of what they will be booking in for. 

Another brochure

This brochure is the one for health and well being, this one again has a very simple layout with the same grid put across all the pages. But there is a lot more text within this brochure, it is also the one where by they want us to promote there health and well being.

I then started to look at the grids that had been used on these brochures. 

The red lines simplify where the grid is within this brochure. These 3 grids are then transferred across all the other pages. 

Creating a brand research

Things to consider


Define your brand:
Review the product or service your business offers, consider the emotive and rational needs and concerns of your customers / consumers. Your brand character should promote your business, connect with your customer base and differentiate you in the market. Identifying the core principles of your company can provide the backbone of your brand and what you, as a company, stand by and adhere to.

When building your brand, think of it as a person:
Your personality determines how you behave in different situations. Of course for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.

Consider what is driving your business:
What does your business believe in, what is its purpose and who are its inspirations. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.

Your brand should always use a consistent tone of voice:
It will help reinforce the business’s character and clarify its offering so customers are aware exactly what to expect from the product or service. Alternatively, aim to make your key messages work together to build a coherent identity. 
Be aware of your competitors and identify the opportunities and threats to your company.
Who is your target audience?
Branding should be targeted to the demographic that your service is aimed at.
Don’t mimic the look of chains or big brands:
Try and carve out your own distinctive identity. Independent operators can leverage their status to attract customers who are looking for something more original and authentic, which aligns with their own business.

Be innovative, bold and daring – stand for something you believe in:
Big brands are weighed down by layers of bureaucracy, preventing them from being flexible and reacting to the
ever-changing needs of their customers.

Consider your branding when communicating to your customer base





A fire sprinkler system is an active fire protection measure, consisting of a water supply system, providing adequate pressure and flowrate to a water distribution piping system, onto which fire sprinklers are connected. Although historically only used in factories and large commercial buildings, systems for home and small building are now available at a cost-effective price. Fire sprinkler systems are extensively used worldwide, with over 40 million sprinkler heads fitted each year. In buildings completely protected by fire sprinkler systems, over 99% of fires were controlled by fire sprinklers alone.


Types  

Wet pipe systems

By a wide margin, wet pipe sprinkler systems are installed more often than all other types of fire sprinkler systems. They also are the most reliable, because they are simple, with the only operating components being the automatic sprinklers and (commonly, but not always) the automatic alarm check valve. An automatic water supply provides water under pressure to the system piping.

Dry pipe systems

Garage sprinkler system in New York City

Dry pipe systems are installed in spaces in which the ambient temperature may be cold enough to freeze the water in a wet pipe system, rendering the system inoperable. Dry pipe systems are most often used in unheated buildings, in parking garages, in outside canopies attached to heated buildings (in which a wet pipe system would be provided), or in refrigerated coolers. Dry pipe systems are the second most common sprinkler system type. In regions using NFPA regulations, dry pipe systems cannot be installed unless the range of ambient temperatures reaches above 40F

Deluge systems

"Deluge" systems are systems in which all sprinklers connected to the water piping system are open, in that the heat sensing operating element is removed, or specifically designed as such. These systems are used for special hazards where rapid fire spread is a concern, as they provide a simultaneous application of water over the entire hazard. They are sometimes installed in personnel egress paths or building openings to slow travel of fire (e.g., openings in a fire-rated wall)

Pre-action systems

Pre-action sprinkler systems are specialized for use in locations where accidental activation is undesired, such as in museums with rare art works, manuscripts, or books; and Data Centers, for protection of computer equipment from accidental water discharge.
Pre-action systems are hybrids of wet, dry, and deluge systems, depending on the exact system goal. There are two main sub-types of pre-action systems: single interlock, and double interlock.

Foam water sprinkler systems

A foam water fire sprinkler system is a special application system, discharging a mixture of water and low expansion foam concentrate, resulting in a foam spray from the sprinkler. These systems are usually used with special hazards occupancies associated with high challenge fires, such as flammable liquids, and airport hangars. Operation is as described above, depending on the system type into which the foam is injected.

Water spray

"Water spray" systems are operationally identical to a deluge system, but the piping and discharge nozzle spray patterns are designed to protect a uniquely configured hazard, usually being three-dimensional components or equipment (i.e., as opposed to a deluge system, which is designed to cover the horizontal floor area of a room). The nozzles used may not be listed fire sprinklers, and are usually selected for a specific spray pattern to conform to the three-dimensional nature of the hazard (e.g., typical spray patterns being oval, fan, full circle, narrow jet). Examples of hazards protected by water spray systems are electrical transformers containing oil for cooling or turbo-generator bearings. Water spray systems can also be used externally on the surfaces of tanks containing flammable liquids or gases (such as hydrogen). Here the water spray is intended to cool the tank and its contents to prevent tank rupture/explosion (BLEVE) and fire spread.

Water mist systems

Water mist systems are used for special applications in which it is decided that creating a heat absorbent vapor is the primary objective. This type of system is typically used where water damage may be a concern, or where water supplies are limited. NFPA 750 defines water mist as a water spray with a droplet size of "less than 1000 microns at the minimum operation pressure of the discharge nozzle." The droplet size can be controlled by the adjusting discharge pressure through a nozzle of a fixed orifice size. By creating a mist, and equal volume of water will create a larger total surface area exposed to the fire. The larger total surface area better facilitates the transfer of heat, thus allowing more water droplets to turn to steam more quickly. A water mist, which absorbs more heat than water per unit time, due to exposed surface area, will more effectively cool the room, thus reducing the temperature of the flame.
Operation - Water mist systems can operate with the same functionality as deluge, wet pipe, dry pipe, or pre-action systems. The difference is that a water mist system uses a compressed gas as an atomizing medium, which is pumped through the sprinkler pipe. Instead of compressed gas, some systems use a high-pressure pump to pressurize the water so it atomizes as it exits the sprinkler nozzle. Systems can be applied using local application method or total flooding method, similar to Clean Agent Fire Protection Systems.

Images 

 

images for the logo

We were then told that we had to create a set of brand guideline that tell us about the brand, what can be done with things like the logo, where the logo is can be placed and mock ups of where it would be situated.



examples of brand guidelines

 these examples would help us create our own brand guidelines and give us something to follow. 




 



 

Champneys product range

For some primary research i went down to boots to check out what they were selling, like how much there products were, what they looked like and if they did things like packages or sets of things. 


There male range 

There female spa range
 

Bubble bath

There sets of products they make 

There male set  

Scented set 

Moisturiser and cream 

After going and looking at these products it was clear that they were very expensive and that it would be very tough to sell these to students, let alone get students interested in going to a spa where it is a pound a minute for 55 minutes for a massage. Some things i can take from this is though is the colours they have used, they all kind of work together as a set, they also have a vast range of products that could be used for something, i think because in the brief they mention that they want to show it is healthy and provides a good well being that i could use what they say is good about that product and utilise this.


So i now am going to look at what these products do for the body. 

This body glow, from the Champneys Exotic Retreat range, will revitalise skin leaving it glowing and pampered. With tropical brown sugar and pure white Bora Bora sand that gently exfoliates, rich mango butter to soften and coconut oil to moisturise, your skin will be left soft and nourished. 

 

Our deliciously invigorating, foaming body scrub blends uplifting lime and peppermint with the refreshing extracts of balm mint and sea kelp. Take a deep breath and stir your spirits as you soften, smooth and revitalise your skin leaving you ready to face the day ahead.

Dermatologically Tested.

 

 

 

Champneys prestigious spas are among the finest in the world, with a rich heritage in health and beauty. For this collection, we've travelled the Earth to bring you wonderful therapies inspired by ancient rituals.

An exfoliating blend with grapefruit, lemon and orange peel oils, mango extracts and passion fruit extracts.

Revitalise your skin with this body scrub, from the Champneys Watermint range, with an invigorating mix of jojoba beads to gently exfoliate and soften your skin and watermint, peppermint and wildmint to leave you feeling instantly refreshed!

How to Use

Champneys therapists recommend...
...twice a week massaging the body polish into skin before bathing. Rinse well.

 

 

Our deeply moisturising body soufflé blends uplifting lime and peppermint oils to stir your senses, with shea butter, cocoa butter and sweet almond oil to intensively nourish and soften your skin, leaving you ready to face the day ahead.

Dermatologically Tested.

 

How to Use

Our therapists recommend; massage into your skin after cleansing with Energising Lime Body Wash or Energising Lime Bath & Shower Oil.