M.K. Life and VitalLife, a subsidiary of Bumrungrad International Hospital, collaborated to establish a wellness brand for a new wellness retreat project in Bang Krachao—also known as the Green Lung of Bangkok. The retreat comprises a state-of-the-art wellness centre, a therapeutic spa, a medical gym, all-day dining, and private villas.
QUO was appointed to create the brand strategy, culture, and identity of this new brand, which aimed to pioneer a new standard of medical wellness.
Photography courtesy of Rakxa.
Brand strategy and culture
Brand philosophy
Tone of voice
Website
The project commenced with an extensive consumer research initiative conducted with PwC, which involved surveying potential wellness consumers from 10 different markets and conducting in-depth focus groups in three top source markets.
Based on the findings, QUO’s strategy team developed a consolidated platform by analysing key trends in the wellness industry, consumer segmentation and competitor analysis. This strategic work served as a guide for creating the brand culture. The brand strategy was to establish Rakxa as the world’s first Functional Medicine Retreat, where a novel approach to medical wellness would be merged with a luxurious hospitality experience.
Repositioning Thailand’s market leader in Healthcare