'Nourish.nuture.you'.
Australian wellness brand endota has launched 'nourish.nuture.you' campaign in partnership with Bastion - supporting the company's growth from a spa business to a leader in wellbeing across its spas, products, education, and digital wellness offerings.
Through the lens of three photographers – shooting with no wardrobe, no hair and makeup, only natural lighting, and no retouching – the endota campaign shows what beautiful truly looks like and brings into focus the brand’s holistic wellbeing offering.
The new creative direction includes a reinvention of the endota malachite brand mark and talent recast to showcase the beauty of diversity, connection found in vulnerability and the power of strength in self.
CEO of endota, Melanie Gleeson, said: “While the business has grown and evolved exponentially over the past 20 years, the goal has always been to make people feel better and to make wellbeing a healthy habit, rather than a luxury.
"endota is now fully embracing and representing our belief that the experience of wellbeing is our natural state, and we want to encourage Australians to take a moment to nourish and nurture themselves and make the pursuit of wellbeing a way of life to feel free within their own skin.”
Elizabeth Wilmott, creative director at Bastion Creative, said: “With this brief endota handed me the ultimate gift – trust. endota wanted to represent wellness, and their brand, in a brave new way, and so did we.
"Their faith gave me the idea to gift that same trust to the photographers we selected. To strip away all the trappings and encumbrances of a typical shoot, leaving only artist and muse, to see what that might reveal. By allowing intimacy and removing expectation, the shots feel more truthful somehow."
Bastion engaged fashion and beauty photographers Stephen Ward, Nicole Bentley, and Jennifer Stenglein on an unconventional brief to bring the new positioning to life.
Aiming to counter the idea of stereotypical representations of ‘beauty’ and make it more accessible to all individuals, endota worked with these celebrated photographers to show the human side, flaws, and all, of wellbeing.
The result is an intimate campaign that contributes to a movement of encouraging people to recognise their own strength and feel empowered as they are.
Photographer Nicole Bentley said: “It’s the ultimate gesture of trust in you for a brand to say they have faith in you as a creator to deliver something that is going to be beautiful and ground-breaking.
"It was on me to know when I had captured what was required, and it was important to me to have the time and space to create a real connection with the subjects because I knew this is what would translate to sincere imagery."
Gleeson said: “Wrinkles, scars, stretch marks, hair, smile lines – there is true magnificence in diversity and that is what we see every day across our network.”
The campaign is live across radio, out-of-home, podcast advertising, paid social, search as well as owned assets including the endota website, CRM and across its more than 100 spa point-of-sale digital screens.
The new brand and visual identity will also be rolled out across endota’s Australian and New Zealand spa network signage and product packaging in the near future.
Credits:
endota
Chief Marketing Officer – Claire Austin
Senior Marketing Manager – Alana Adkins
Brand Manager – Hannah Taylor
Bastion
Creative Director: Elizabeth Wilmott
Copywriter: Elizabeth Dias
Senior Designer: Katrina Tesoriero
National Chief Strategy Officer: Angela Morris
Group Account Director: Sommer Hampson
Client Director, PR: Natalie Arnull
National Head of Production: Kaelene Morton
Senior producer: Niki Bentley
Print Producer: Darren Gibson
Editor: Paul Baguerra / Dave Wade
Collaborators/Photographers Nicole Bentley
Stephen Ward
Jennifer Stenglein
Music: Sam Muir
Media Agency: Media Merchants
Justine Butler
Models
Bruna Lapinkas
Polina Sova
Gaia Orgeas
Ljubo Milicevic
Saria Elfrose White
Nyama Amum
