The wellness vernacular is filled with verbs like enhance, optimize, improve—signaling that there is something to fix, something not quite right. Somewhere along the way, we’ve lost sight of the power of simply being. Of our innate sense of enoughness.

The founder team at Coba, each with their own unique background in wellness, thermal ritual, and nature’s wisdom, recognized that misalignment and wanted to create a space not built on striving, but on softening.

Coba is a living experience in presence–an intersection of ancient ritual and modern science. And so we explored that intersection in our process of building their brand.

We used the goal states of being to create a framework that supported not only the intended guest journey but also the larger impact Coba hopes to have on the wellness industry. Through the lens of restoration, presence, and community we authored their personality and traits to ensure the brand led with a light-hearted, intentional voice and delivered a regenerative, nourishing experience.

The brand expression is a representation of the brand’s commitment to creating a space for presence, restoration, and connection. Weathered characters honor the relationship between nature and time. The brand color palette is inspired by the natural world and the physical environment of the bathhouse, evoking a sense of grounding and harmony.

Each element of the brand is designed to complement the brand’s emphasis on nature, presence, and authentic connection inviting a deeper connection to the Coba experience.