We lived in Canggu, Bali from 2006 to 2013 and during that time developed a long creative collaboration with Judy Chapman, who was leading the development of the spa offering for the Karma Group.

Following the success of its flagship spa at Karma Kandara, Karma Spa embarked on the rollout of luxury destination spas across Asia and Europe. Over a six-year period, we worked across the brand’s visual expression, designing packaging ranges, retail concepts, spa menus, signage, marketing collateral, individual spa websites, print advertising and a comprehensive photography library.

Karma Spa was created as a sensory health and wellness brand – bringing together destination rituals, bespoke treatments, product design and atmospheric brand storytelling across print, packaging, photography and digital.

Our creative approach centred on the idea that every spa experience should feel personal, immersive and connected to place.

The copy and creative direction positioned Karma Spa as a new kind of wellbeing destination – one where pleasure, ritual and restoration were equally important. The language moved beyond functional treatment descriptions to create a more evocative world of “soulful encounters”, “bespoke spa experiences” and “Asian rituals that spring from the source”.

This gave the brand a distinctive voice: warm, sensory and transportive, with a sense of discovery running through every treatment and product story.

The project also reflected Karma’s broader hospitality philosophy, aligning the spa and wellness branding with the resort setting and the group’s luxury lifestyle positioning. Karma Spa was not presented as an add-on amenity, but as a central part of the guest experience.

Our role extended across the design of the spa’s bottles, packaging, menus and supporting collateral.

The packaging and printed materials were designed to feel tactile, refined and resort-appropriate, balancing luxury with a relaxed, organic sensibility. Each piece needed to support the guest journey – from discovering a treatment, to experiencing the ritual, to taking home a physical expression of the spa brand.

The spa menus were central to this experience. They needed to be clear and practical, but also emotionally engaging, inviting guests into a world of personalised treatments, skilled bodywork, seasonal products and destination-inspired rituals.

Across bottles, packaging and menus, the design system created a cohesive and memorable brand experience – one that reflected Karma Spa’s philosophy of nourishment, restoration and pleasure.

We did all the photography for the project, creating imagery that expressed the atmosphere, tactility and sensory richness of the Karma Spa experience.

The visual direction was designed to feel natural, intimate and place-led, supporting the idea of a spa brand built around authentic healing, local ingredients and crafted rituals.

Rather than relying on generic wellness imagery, the photography helped create a distinctive world for Karma Spa – one that felt warm, human and experiential. The imagery worked across spa menus, product packaging, printed collateral and website content, giving the brand a consistent visual language across every touchpoint.

The Karma Spa project formed part of a long creative collaboration with Judy Chapman, whose expertise in spa, wellness and destination hospitality helped shape the strategic direction of the project.

Together, we worked across the brand’s expression over a number of years, developing the visual assets, photography, product presentation, spa menus, wellness website design, advertising and guest-facing materials that helped define the Karma Spa experience.

The result was a complete brand environment for one of Karma Group’s signature wellness offerings – a project that brought together strategy, storytelling, photography, packaging and print design to create a spa brand with depth, atmosphere and a strong sense of place.