Klima entered the market with strong foundations — a credible founder story, a clear wellness philosophy, and an initial product range. However, the brand lacked a fully resolved identity and a cohesive system to communicate its value to hotel partners.

The challenge was to move beyond a personal narrative and position Klima as a design-led, commercially viable hospitality brand — one capable of competing with established global amenity brands while retaining its authenticity and purpose.

This required not only visual refinement, but the articulation of a complete brand world — one that could translate consistently across product, environment, and guest experience. It is the kind of challenge that sits at the heart of what we do as a hospitality branding agency with deep roots in wellness web design and brand strategy.

The strategic opportunity was to position Klima not only as a skincare or lifestyle brand, but as a wellness system designed for hospitality environments. The brand was reframed around three core principles:

Recovery and restoration as a genuine guest need — not a premium add-on, but a fundamental expectation of the modern traveller.

Water as a unifying concept — drawing on Michael Klim’s lived relationship with the element, water became the brand’s philosophical core, symbolising strength, adaptability, and renewal across formulation, design, and narrative.

Wellness as structural — embedded into sourcing, formulation, design, and in-room experience, rather than positioned as a surface-level marketing claim.

This placed Klima within a distinct space in the market — bridging a premium brand offer with functional hotel suppliers, offering both strong differentiation and operational viability through Hunter Amenities’ established infrastructure.This is the thinking that defines our approach to wellness web design and hotel brand strategy — where commercial rigour and sensory intelligence work together.

Wellness centre protocols for ice baths, sauna, and contrast therapy translate science-led practice into clear, intuitive moments of care — displayed calmly within wellness spaces without overwhelming them.

With an existing logo and prototype bottle, Klima approached the Ludbrook Agency to develop the brand world that could give those assets meaning, context, and commercial weight within the hotel industry.

Our role was to take those foundational elements and build outward: translating the existing visual language into a cohesive system that could operate consistently across hotel environments, guest touchpoints, digital channels, and partner conversations.

Drawing on our understanding of both the wellness industry and the hospitality sector, we developed the strategic and creative framework that gives Klima its identity beyond the product — the typographic system, the photography and imagery direction, the tone of voice, the spatial and environmental guidelines, and the brand narrative that connects all of it.

The result is a design system that feels quietly premium and immediately recognisable within hotel environments — one where every touchpoint, from the bathroom amenities to the in-room television to the media kit, communicates a single coherent brand.

A comprehensive brand guidelines document was developed to ensure this consistency could be maintained and scaled across every application, including brand positioning and unique selling points, colour and typography usage, photography and video direction, social media visual guidelines, as well as merchandise and retail applications.

Product Design & Hospitality Integration

Klima was engineered specifically for hotel environments in close collaboration with Hunter Amenities, ensuring design and operational functionality work together seamlessly. The core amenity range includes refillable hand and body wash, body lotion, shampoo, and conditioner in 100% recycled packaging, vegan and cruelty-free formulations. Beyond core amenities, the brand extends into a layered guest experience system:

The Good Night Sleep Kit, available from in-room minibars, includes a pillow mist infused with natural sea extracts, a sleep ritual card with QR code linking to guided meditations, and an aromatherapy shower steamer.

VIP gifting and media kits are designed for key guests, media partners, and hotel collaborations — intentional, personal, and aligned with Klima’s calm approach to modern luxury.

Klima is designed not simply as a product range, but as a layered guest experience. Wellness is embedded across every touchpoint — fragrance, colour, and texture support immediate nervous system response; in-room rituals encourage recovery and reset; and digital content extends the experience beyond the physical product.