PALM TREE SANCTUARY
BRAND
PROPOSAL
AUGUST 23rd, 2025
Kirsty Ludbrook
CREATIVE DIRECTOR
kirsty@ludbrookagency.com
Richard Ludbrook
DIGITAL DIRECTOR
richard@ludbrookagency.com
Ludbrook Agency
85 William Street, Darlinghurst 2010
www.ludbrookagency.com
Commercial in confidence
© Ludbrook Agency 2025
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WHO WE ARE
The Ludbrook Agency is an award-winning creative studio bringing thought, relevance, and style to forward-thinking brands. We unite strategy with intuition to focus on the most essential, visceral quality around which to build a brand's story.
Putting purpose first, and working as a strategic and creative resource to our clients, we align every step of the process to connect brands — and their leaders — with their market. The Ludbrook Agency continues to be recognised by our clients and by the design community as a creative force in driving fresh, iconic, and innovative ideas.
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PROJECT OBJECTIVES
Palm Tree Sanctuary is a new boutique women's wellness retreat launching October in Canggu, Bali. As the sister to Escape Haven, it must carve a distinct identity: flexible, movement-led, and empowering. Our objective is to build a premium yet accessible brand that avoids cannibalisation, resonates with active and independent women, and translates seamlessly across every touchpoint. Positioned against Bali's fast-growing wellness tourism market, Palm Tree Sanctuary is primed to capture growth, loyalty, and long-term brand value.
01/ POSITIONING OBJECTIVES
Create a unique brand identity that differentiates Palm Tree Sanctuary from Escape Haven while leveraging existing brand equity. Position the Sanctuary as movement-led, flexible, and empowering, appealing to women seeking freedom, innovation, and recovery — not just relaxation. Establish a narrative that resonates with psychographics, not just demographics.
02/ FUNCTIONAL OBJECTIVES
Develop a cohesive design system that integrates across every touchpoint — signage, mats, spa products, coasters, website, and fitness equipment. Ensure the brand experience feels premium yet approachable, reflecting its beautiful architecture and interiors and world-class facilities, while supporting flexible retreat models and bolt-on wellness experiences.
03/ COMMERCIAL OBJECTIVES
Position Palm Tree Sanctuary to capture market share within the USD 1.2 trillion global wellness tourism industry. Drive demand through clear differentiation and strong messaging to Escape Haven alumni and new audiences. Support long-term growth, loyalty, and media visibility with strategic launch creative.
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CAPABILITIES & DELIVERABLES
We offer end-to-end services to bring your brand to life, including positioning strategy, brand identity design and execution across online and offline brand experiences.
We understand not every project needs the full service – below is a list of our core services, and the deliverables specific to this project are indicated below in red.
BRAND STRATEGY
Positioning Strategy
Market Gap Analysis
Brand Workshop
Customer Personas
Competitor Research
Positioning, Purpose, Persona
Naming Strategy
Brand Narrative
Brand Identity
Visual Identity
Verbal Identity
Brand Graphic System
Brand Architecture
Brand Guidelines
Digital Assets Package
Key Messages
Campaign Photography
Product Renders
DIGITAL IDENTITY
Digital brand identity
Custom WordPress Website
Technical SEO
Woo Commerce Websites
UX/Ul design
Motion design
Shopify Websites
Social Creative Guidelines
OFFLINE IDENTITY
Retail POS display design
Brand Environment design
Signage + wayfinding
Architectural signage
Statutory signage
Placemaking
Interior design collabs
Packaging + Print
Packaging innovation
Packaging design
Packaging sourcing
Supplier liaison
Print marketing collateral
Editorial design
Restaurant collateral
Hotel collateral
Minibar curation
Turndown service
Merchandise design
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PROCESS & RESOURCES
Brand Positioning Workshop
We facilitate a brand workshop to gain insight into vision, purpose, positioning and personality and develop a differentiated brand positioning. Conducted as either a 4hr in-person workshop in Bali or a 2hr Zoom workshop.
Delivery: Creative Strategy Framework. Signed phase approval.
Design Development Phase 01 (DD1)
We present key design and packaging concepts for client review. Following our 1hr Zoom design presentation, we provide the deck as a pdf, for final client comments.
This phase includes up to 2 sets of client iterations. Signed phase approval required before proceeding to next phase.
Design Development Phase 02 (DD2)
We present developed design and packaging concepts for client review. Following our 1hr Zoom design presentation, we provide deck as a pdf, for final client comments. This phase Includes up to 2 sets of client iterations. Signed phase approval required before proceeding to next phase, final delivery.
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SELECTED WORK
KARMA SPAS WORLDWIDE
Following the success of its flagship spa in the iconic Eastern-most point in Bali, Karma Spas embarked on launching across 12 luxury destinations across Asia and Europe. Over a 6 year period, we designed packaging ranges, retail store concepts, spa signage, individual spa websites, a comprehensive photo library, and outdoor and print advertising.
"It was a pure privilege (and pleasure) to collaborate with Kirsty Ludbrook for the launch and ongoing development of our spa retail brand. Kirsty tuned into our vision and took our branding to a whole new level that, years on, remains elegant, stylish and timeless. Still today, media comment on her designs, proving that its always better to work with the best."
— JUDY CHAPMAN, Spa & Wellness Curator, Karma Resorts
Scope
Brand Identity
Signage+Wayfinding
Print Marketing
Campaign Photography
Marketing Materials
Local and Global Websites
ENFANTS PARADIS BOTANICAL SKINCARE
Enfants Paradis was a luxury botanical skincare range and retail experience we founded whilst based in Bali. The range includes botanical skincare, silk kimonos, sleepwear, and travel bags. Designed to appeal to European and Asian travellers seeking quality skincare and sensory wellness from fresh, local ingredients, the brand achieved global distribution, from Dubai, France, Russia, Italy, and the USA, as well as local hotel retailers such as the Aman Resorts. We sought cohesion across all aspects of the brand, from packaging to travel-focused product range design, e-commerce, award-nominated shop design, print and digital marketing campaigns.
Scope
Product Development
Brand Identity
Campaign Photography
Product Photography
Retail Store Design
E-Commerce Website
Marketing Collateral
IN ESSENCE
SENSORY WELLNESS IN EVERY DROP
In Essence engaged us to revitalise their brand for a new generation of sensory wellness consumers. Our scope included differentiating the brand positioning, modernising the visual identity, and redesigning key packaging to enhance shelf presence and emotional resonance. Balancing its aromatherapy heritage with a contemporary wellness narrative, we created a system that feels both credible and aspirational. The refreshed brand has strengthened In Essence's premium positioning, improved retail performance, and deepened consumer engagement, providing a strong platform for future innovation. Our strategic and creative approach has ensured greater brand consistency across packaging, digital, and campaign touchpoints.
Scope
Brand Strategy
Visual & Verbal Identity
Sub-Brand Architecture
Packaging Design
Brand Guidelines
Social Media Guidelines
Campaign Imagery

OPTY.NC —
BEAUTY FROM THE INSIDE OUT
Winning a competitive pitch against 12 agencies across the U.S. and Australia, we redefined OPTY.NC's brand for global success. We repositioned the brand with a sharper narrative, designed a bold, distinctive identity, and rebuilt the packaging system to command attention and drive premium perception. The transformation delivered immediate results: OPTY.NC secured international distribution, rapidly expanded its clinical retailer network, and saw a measurable surge in customer loyalty. Our work has provided a strategic foundation for future product launches and strengthened OPTY.NC's ability to build a loyal, global customer base, with a U.S. partnership agreement in its final stages.
Scope
Brand Strategy
Visual & Verbal Identity
Brand Architecture
Packaging Design
Retail POS Design
Brand Guidelines
Social Media Guidelines
Campaign Imagery

LE TAN
ICONIC AUSTRALIAN SUN PROTECTION BRAND
We have been engaged by Le Tan to undergo a complete company-wide rebrand of this iconic Australian brand, with a fresh new modern retro sports appeal, to be rolled out over the coming years. For our first range released, we created a fresh brand and packaging direction for their new Gradual Tanning Serums range. Our challenge was to differentiate in an extremely competitive tanning category while staying true to Le Tan's trusted Australian heritage. Our solution combined bold typography, modern colour blocking, and a skincare-inspired aesthetic to convey efficacy, beauty, and ease of use. The result is a range that immediately catches the eye on shelf while appealing to a new generation of beauty consumers. Early market feedback has been overwhelmingly positive, with increased retailer excitement and strong early consumer traction.
Scope
Brand Strategy
Visual & Verbal Identity
Sub-Brand Architecture
Packaging Design
Brand Guidelines
Digital Brand Identity
Campaign Imagery
THE SHORTY HOTEL, RESTAURANT, SPEAKEASY & ROOFTOP BAR
On the site of a 1890s ceramics warehouse in the centre of Sydney's CBD, the history of the building inspired a unique and authentic narrative for interiors and brand design, which we followed through from the hotel's brand identity to that of each of its F&B experiences. The branding system is designed to be modular using ceramic maker's marks, bold typography and a contemporary take on ceramic botanical illustrations. In the lobby restaurant, Plant, lyrical interpretations of cross-cultural ceramic botanical illustrations provided rich creative inspiration. The identity of the lower ground Speakeasy, Copperbar, emulates the weightiness of a kiln, while the identity for the rooftop bar, which we aptly named Glaze, is light and playfully cheeky.
Scope
Brand positioning
Brand narrative
Brand identity
Signage and way-finding
Custom artwork
Hotel print collateral
Social creative style-guide
Custom amenities & merchandise
WHAT
THEY SAY:
TESTIMONIALS
+ KIND WORDS
"We recognised the need to collaborate with the best to prepare our brand for the global market. After an extensive and meticulous selection process — interviewing over 12 agencies in Australia and abroad — we chose the Ludbrook Agency for our rebrand, and it has proven to be the most fantastic decision.
Having worked closely with Kirsty Ludbrook across multiple projects since, I can confidently attest to the exceptional quality of her beautiful work. Kirsty consistently displays an unwavering commitment to delivering strategical design solutions of the highest calibre, always exceeding our expectations. The rebranding of OPTY.NC has been so positively received it positioned us for success as a global brand."
— KARISSA MATHER, Founder, OPTY.NC
"In our 32 years of business, no creative design company has impressed us like this one. Led by two incredibly talented principals, their branding expertise and creativity are unmatched. We trust their design sense and technical skills completely. Beyond their talent, they are an absolute pleasure to work with: collaborative, responsive, and genuinely invested in our success. Working with them feels like having an extension of our own team. We highly recommend them to anyone seeking exceptional creativity and reliable partnership in design and branding."
— PRUE WILLIAMS, Partner W Property
"The Ludbrook Agency excite and deliver. Our branding and website journey before Ludbrook saw us through two other outfits over two years who consistently fell short of meeting our brief. The point of difference is that they got us. They listened, they responded, and they left us feeling very proud of the end-product. We look forward to our continued website development and updates with them. A sincere thank you Kirsty and Richard."
— SARAH DAVIS, Senior Project Manager, Construction Assignments
""We selected Ludbrook Agency from a shortlist of highly regarded agencies to rebuild our website. Their portfolio stood out for its elegance and clarity. The final result speaks volumes about their deep understanding of our brief and vision. Kirsty's refined design sensibility and visual clarity form the foundation of the site, while Richard's thoughtful development work ensured a user experience that is both intuitive and logical. Kirsty and Richard were a pleasure to work with, and we feel the new website reflects our practice with simplicity, elegance, and intelligence."
– JON and KATIE KING, Directors, DKC Architecture
"A rare breed of designer, Kirsty has the ability to harness her artistic vision and incredible sense of style and apply that to any brief. Kirsty is one of the fastest and most efficient designers I've worked with and she also understands the nuances of production and project management. We continue to collaborate with a clear vision for developing further projects in the hospitality and hotel industries."
— TIM CLARK, Owner Tatler
"Richard and Kirsty, congratulations and sincere thank you both. We are absolutely thrilled with our new website. It has totally exceeded our expectations and truly captures the precise feeling and vibe we were seeking, together with clear passage to experience and explore. We are extremely appreciative of your tenacity to stay with us as this has evolved."
— JAN MCKENZIE, CEO Cafe Sydney
"Working with the Ludbrook Agency has been an absolute pleasure from start to finish. Not only are they incredibly talented at what they do, but they're also genuinely lovely people—easy to work with, patient, and always solution-focused. They took the time to understand our business and translated that into a website that feels not only functional and beautifully designed but also perfectly aligned with who we are. Every challenge was met with clarity and practical problem solving which made the entire process smooth and stress-free. I highly recommend them to anyone looking for a design team who delivers efficient, high-quality results with a collaborative and supportive approach."
— NATASHA LANDER, Owner Svenska KJ
'We worked closely with Ludbrook Agency on the new logo and updated website for SCOUT. Richard and Kirsty were the first agency that finally understood what we did after putting the brief to local and international agencies. Once we had signed off on our new branding they were super patient with us during the process of designing our new site, with our moving timeline and launch date. I worked closely with Richard to create the easiest way for our account holders to access their purchased reports and it has been pretty seamless for these clients. Thanks for working in tandem with us through the design and build.'
— JENNI MUNSTER – Brand Manager Scout Forecasting
"It is with great pleasure that we recommend the Ludbrook Agency for the work they carried out for us in connection with the listing of our company on the ASX. Working under considerable time pressure, L/A successfully delivered a complete re-branding and re-naming of our company and products, built two new websites, handled the design and printing of our prospectus, and provided very valuable support and oversight through the whole process.
Awesome job! Few would have been able to deliver on time and with the quality that you did."
— LARS AMSTRUP, Managing Director, Range International