Bathing Australia is an emerging wellbeing tourism alliance that provides a link to hot springs, mineral springs and sea baths across our Australia with the aim of promoting iconic bathing experiences and culture across the country. As part of the project a brand identity was created that reflected the essence of bathing and its place within the emerging Australian wellbeing tourism industry. The Bathing brand mark (logo) is a contemporary type based one that includes a custom H reflecting the water aspect of bathing. The curve is soft and positively facing up. This element within the H is central to the word BATHING creating a balanced and calm presence for the brand mark. It is not over powering and is able to sit amongst other brands easily. Also created was a range of soft wave graphics. These Graphic devices take on from the subtle wave within the brand mark by creating long, thin waves used singularly across brand elements. They help create a soft, gentle and relaxed feel across the brand in a way that is not too overpowering.
Following the completion of the brand design project a website was designed and developed. The website aims to be the go to destination for all information on bathing within Australia and a key place to gain information on bathing opportunities and culture. You can view the website at - https://www.bathing.org
