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Blue Baths Identity

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Large scale identity for Blue Baths, New Zealand. Blue Baths is a heritage listed bathhouse located in Rotorua’s Government Gardens. Originally opened in 1933, the art deco Blue Baths daringly offered mixed sex bathing for the first time in New Zealand. Now stylishly refurbished and with its geothermally heated pools reopened, the building is available for private events. An architecturally stunning building, Blue Baths blends art deco and Spanish Mission design elements to offer a versatile and elegant venue. Located in Rotorua’s dress circle and described as one of New Zealand’s most loved buildings, the baths have been faithfully restored to regain their unique 1930’s ambience and are once again the epitome of glamour and style. After Blue Baths’ reopening in 1996 the initial branding had remained relatively untouched. The original house symbol has been modernized and remains the primary mark, but a library of over 100 symbols were created to capture the company’s wide range of services. Limiting the brand colours and applying set rules resulted in a consistent and stronger brand. Applying the diamond pattern hints at the venue’s art deco chequered tiled floor while the gold foiling grounds the more playful aspects of the brand to a sophisticated medium. The identity consists of product books, brochures, stationary set, van livery, food packaging, staff uniforms and a 20 page responsive website with comprehensive content management features. Client : Historic Venues, New Zealand. Design & Art Direction : Ryan Romanes Photography : Vinesh K Development : MacNet Technologies Created : 2013

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