Spa Joule

The Science of Wellness

Procter & Gamble approached GIRVIN to help invent and build out a science-forward wellness retail concept.

The Science of You

We came up with the name and messaging of the concept; Spa Joule—literally a unit of energy—reinforces the brand’s serious science proposition. Spa Joule is the Science of You: as a unisex brand for the active youthful spirit, it energizes the experiencer. The high-tech, edgy brand character is expressed in our proprietary video content, packaging design, printed graphics, and environmental installations. GIRVIN’s team designed, and custom-built, a prototype for merchandising the Spa Joule concept, with the entire spread of Joule packaged items and a video to share out the philosophical underpinning of the Joule vitalization concept. This was used in-store for customer interceptions in interviews and anthropological, Joule-brand, insights which were used to develop the brand.