Roselux – Dualitree Design

roselux spa

Esthetician

Client: Jennifer H. Founder of Roselux Spa

About: Luxury skincare & wellness spa.

Based In: Yorba Linda, California

Services: Visual Identity & Website

Intro

Roselux Spa is a luxury skincare and wellness destination based in Yorba Linda, California, offering personalized treatments, professional waxing, handmade soaps, and high grade skincare products. Founded by esthetician Jennifer H. during the 2021 pandemic, Roselux embodies a commitment to elevating the skincare experience through innovation and personalized care.

Jennifer's passion for skincare and product development led her to establish Roselux Spa amidst the challenges of the COVID 19 pandemic. What began as a personal endeavor evolved into a thriving business known for its high-tech custom treatments and dedication to client well being. However, as the business grew, its visual identity and online presence lagged, necessitating a comprehensive brand rejuvenation to align with its evolved offerings and clientele expectations.

Goals

The primary goal of the rebrand was to modernize Roselux Spa’s identity while preserving its approachable and luxurious feel. The updated visual system needed to project a higher level of professionalism, appeal to a broader yet discerning clientele, and create consistency across all touchpoints, including the introduction of an intuitive, user-friendly website capable of supporting online bookings and e-commerce. The challenge was to ensure the brand evolution felt natural, not forced, and authentically captured the spa’s unique blend of cutting-edge treatments and personalized care.

Process & Strategy

The rebranding process began with an in depth discovery session to capture Jennifer’s vision and understand the emotional connections Roselux Spa fostered with its clientele. A full brand audit was conducted to identify areas of inconsistency and opportunity. The new identity system was developed by introducing a modernized logo, a soothing yet elevated color palette, refined typography, and supporting design elements that reflect the brand’s commitment to excellence. In parallel, the website was reimagined with a mobile-first approach, integrating new e-commerce features and simplifying the user journey from booking appointments to purchasing skincare products. The final deliverables included a detailed brand guideline manual to ensure brand consistency as Roselux Spa continues to grow.

The creative direction centered around the idea of quiet luxury; a visual identity that exudes elegance without excess. Inspired by Roselux’s ethos of self-care, natural beauty, and bespoke service, the rebrand needed to be sophisticated yet welcoming. Every design choice, from color palette to typography, aimed to create a feeling of calm, trust, and indulgence, aligning perfectly with the sensory experience Jennifer created within the spa environment. The focus was to build a brand that felt modern, refined, and rooted in genuine care for its clients.

Brand Workshop

The project began with an in-depth discovery phase to understand the goals and identify the roadmap to execute Jennifer's vision.

Brand Logos

The stylized rose/crown icon represents rejuvenation, elegance, and beauty. The icon is paired with clean and chic typography that captures the brand essence of Roselux.

Website

The project included a full website revamp that focused on improving the user experience, improving e-commerce functionality, and creating a visual identity that matched the vibe of the brand. The final result led to a website that felt polished, easy to navigate, and built to scale.

Brand Guidelines

A brand guide was created to ensure consistency across all brand touchpoints and maintain brand integrity as her business continues to grow and evolve.

Creative Solution

The creative solution for Roselux Spa focused on building a visual identity that feels elevated, tranquil, and modern; just like the spa experience itself. Every element was designed to convey a sense of personalized luxury and professional care, from the logo to the website. The goal was to translate the spa’s core values of rejuvenation, expertise, and holistic well-being into a cohesive brand system that feels effortless and authentic across all touchpoints.

Before & After

The old logo was difficult to read at smaller sizes and needed an update to better reflect the brand's new direction.

Brand Logos

The Roselux Spa logo was redesigned to combine elegance with symbolism. A stylized rose emblem represents rejuvenation and beauty, paired with clean, luxurious typography that captures the brand’s modern sensibility while maintaining warmth and approachability.

Brand Patterns & Textures:

Patterns and textures add to the brand experience. Inspired by natural forms and floral motifs, the patterns provide visual interest without overwhelming the core design, offering versatile usage across packaging, digital assets, and marketing materials.

Brand Colors:

The new color palette features a refined blend of soft blush tones, pastel greens, and warm yellows. These hues evoke a sense of calm, elegance, and natural beauty, supporting the brand’s focus on holistic well-being and contemporary elegance.

Results

The rebranding and website redesign elevated Roselux Spa’s market positioning, aligning its visual identity with its high-end services and philosophy of personalized care. The spa received overwhelmingly positive feedback from clients who felt the brand now better reflected the premium experience they valued. The updated website led to a notable increase in both online bookings and product sales, reinforcing the importance of a cohesive digital and physical brand presence. Roselux Spa is now poised for sustainable growth, with a brand identity built to support its evolving future.