We were asked to design the brand identity for new luxury spa hotel, MalvernSpa in Worcestershire. Having met with the property developer, it was clear that the project was inspired by and aimed to hark back to ancient Roman spas but in a modern context. After extensive research, we developed this identity which is contemporary yet represents the Roman influence through the serif typography plus it features a simple, graphic icon of a Roman period fountain in which the arcs of water create the 'M' in Malvern.