Brand Tone

Calm, restorative, aspirational, gentle, inviting, intimate, nature-infused luxury.

Brand Values

• •Connection with Nature
• •Holistic Well-being
• •Privacy and Exclusivity
• •Authenticity and Hospitality
• •Intentional Living

Best Practices

• •Lead with "Private" and "Peaceful": Always emphasize the exclusive, by-appointment-only nature of the experience. These are your strongest differentiators. Use words like "secluded," "your own," "uninterrupted," and "sanctuary."
• •Embrace Sensory Language: Describe the feeling of being there. Talk about the "crisp forest air," the "deep heat" of the sauna, the "invigorating shock" of the cold plunge, and the "calm of birdsong." This helps potential customers imagine the experience.
• •Weave in the "Why": Connect the physical activities to their mental and emotional benefits. It's not just a hot tub; it's a place to "ease muscle tension and reduce stress." It's not just a cold plunge; it's a way to "boost immune function and enhance mental clarity."
• •Tell the Founders' Story: Periodically share the story of how the spa was a personal project born from a desire to connect with nature. This reinforces authenticity and builds a personal connection with your audience.
• •Keep it Simple and Serene: Avoid overly complex or loud language. Your copy's tone should mirror the brand's calm and restorative ethos. Use clean, simple sentences and a gentle, guiding voice.

Social Perception

Overwhelmingly positive, described as relaxing, private, tranquil, and a great retreat. Praised for serene natural setting, well-maintained facilities, and exclusivity. Perceived as a luxurious, curated experience providing genuine escape and an opportunity to unwind in nature; a 'must-try' for hydrotherapy and peaceful getaways.

Copy Examples

• •Your Private Forest Sanctuary Awaits. Experience the stillness of Nordic-inspired hydrotherapy, by appointment only.
• •The world can wait. This is your time to disconnect from the noise and reconnect with yourself. Sink into the warmth, embrace the invigorating chill, and find your balance under a canopy of Pacific Northwest trees. Private bookings for you and yours are open for the weekend. #VelvaereNordicSpa #PNWWellness #ForestBathing #PrivateSpa #KingstonWA
• •Gift Yourself Stillness: An Invitation to Velvaere. In a world that never stops, we offer a place to pause. Book a private 90-minute spa session this month and rediscover the profound therapy of nature, silence, and water.
• •Find your escape in Kingston, WA. Our private Nordic spa offers a unique thermotherapy circuit—hot, cold, relax—in a secluded forest setting. Perfect for a solo retreat, a couple's getaway, or a wellness day with friends. Pin this for your next PNW adventure! #OutdoorSpa #SaunaLife #ColdPlunge #WashingtonState #WellnessTravel
• •Escape the Everyday. Find Your Velvaere. Tired of crowded spas? At Velvaere Nordic Spa, the entire space is yours. Book a private 90-minute session for up to six guests and experience our Finnish sauna, cold plunge, and hot tub in the total peace of our Kingston forest retreat. Learn more and reserve your escape.