Today, we sat down with Jess Norton, a creative strategist and global brand marketing expert, to explore the intricate journey of crafting a wellness tech brand for Asia’s first social wellness club, REKOOP.
The wellness tech market is undergoing exponential growth, fueled by a global surge in health and well-being awareness. This dynamic sector spans a vast array of innovative technologies, from wearable fitness trackers and smart home gym equipment to advanced therapeutic treatments like cryotherapy and infrared saunas. As the demand for holistic, high-tech solutions continues to rise, REKOOP stands at the forefront of this evolution, offering a sanctuary where technology and well-being seamlessly converge.
Q: Can you fill us in about REKOOP and the branding process behind it?
The group of co-founders approached me with an idea in its infancy: “to bring an oasis of wellness technology to the heart of Singapore city.” The brief was to create a unique brand identity that would appeal to the Asian market. I started by concepting venue name ideation, and we landed on “REKOOP.”
From here, I made it come to life by developing the unique brand philosophy, key messages, brand aesthetics, and a suite of marketing assets. It was a delicate balance of communication, and they tasked me to ensure that we portrayed the deep-rooted traditional parts of Asian healing combined with new wellness technology.
When developing the brand, I made sure that each aspect was culturally relevant, clearly communicated the benefits to our audience profiles and depicted the completely new concept through education and intrigue. REKOOP as a brand is the intersection of where ancient wisdom meets cutting-edge innovation and this is reflected across every touchpoint of the brand building process.
Q: So, what’s the story behind the unique spelling of the name REKOOP?
The name “REKOOP” was crafted with intention and purpose. The unique spelling represents a blend of “recovery” and “recoup,” reflecting the club’s core mission to help members rejuvenate and reclaim their energy. The double “O” not only adds a modern, distinctive touch but also symbolizes the holistic and full-circle approach towards wellness. It’s a nod to the idea that wellness is an ongoing journey. REKOOP provides the resources and support to help members continuously replenish and optimize their well-being. It was important to the group that we owned a unique word, enabling rich and distinctive storytelling by owning the meaning around it.
Q: How does REKOOP differentiate itself from other wellness clubs?
The vision for REKOOP was to create a space that embodies holistic wellness through world-class technology and a sense of community. Unlike traditional wellness centers, REKOOP integrates advanced tech solutions with social experiences. This isn’t just about individual health; it’s about fostering connections and creating a supportive community. The goal was to make REKOOP a place where people come not only to rejuvenate their bodies but also to engage with others, share experiences, and build lasting relationships.
Q: What were some of the key challenges you faced while developing the REKOOP brand, and how did you overcome them?
One of the main challenges was ensuring that the brand communicated both the high-tech and the human/holistic elements of the offering. We didn’t want REKOOP to feel clinical or overly futuristic; it needed to be warm and inviting.
My key designer, Ruby Giampaolo, and I worked to create a unique color palette so that REKOOP could truly own its visual identity. The branding uses calming colors, organic materials, and a tone of voice that speaks to both innovation and empathy. This consistency extends from our social media presence to the club itself, where brand elements are beautifully incorporated into the interior design by world-renowned designer Elliot James.
In the hustle of urban life, REKOOP is an oasis where tech meets tranquility. It was a delicate balance of data and heart that set us apart. We achieved this by focusing on design and messaging that emphasized our community-centric approach and the transformative benefits of our wellness tech services.
Q: How did you ensure that the branding and marketing of REKOOP would resonate with the market?
Understanding the cultural context was crucial. In Singapore, there is a strong emphasis on community and holistic health practices. We tapped into these values by highlighting the social aspects of REKOOP and how our wellness tech solutions align with traditional wellness practices. Bringing REKOOP to life was about understanding the rhythm of city life and offering a harmonious escape that resonated with the challenges people are facing day-to-day in Singapore.
Q: How did you collaborate with the team to bring the concept to life?
I worked hand-in-hand with Diana Kraemer, the co-founder and wellness director, to transform the visionary concept into reality. We collaborated on each aspect, from the initial idea of creating a unique wellness sanctuary to strategically developing the brand touch points.
Our combined expertise in wellness and branding ensured that every detail of the club resonated with our core values of holistic health and technological innovation. This included developing the unique eight-pillar approach to wellness, “The Optimal8,” to the finer detail of the club itself with interior design choices, branded apparel, and unique REKOOP biohacking juices.
Q: What is the key to creating a successful wellness tech brand?
My advice would be to always keep the user experience at the heart of your brand. Technology should enhance the human experience, not overshadow it. The focus should be on creating a holistic approach that integrates wellness tech seamlessly into people’s lives.
Additionally, staying adaptable and continuously seeking feedback to improve and evolve your offerings. And most importantly, building a community around your brand—it’s the connections and shared experiences that truly make a wellness journey impactful.
Q: Can you talk about the member experience at REKOOP and how it is enhanced by wellness tech?
The member experience at REKOOP is designed to be seamless and highly personalized. Upon joining, members receive an initial assessment along with continuous biofeedback to monitor their progress. This data-driven approach allows the REKOOP team to tailor treatments and recommendations specifically to each individual’s needs. The wellness concierge service ensures that members receive personalized guidance and support throughout their journey. This integration of wellness tech not only optimizes health outcomes but also makes the experience more engaging and interactive.
Q: Could you walk us through some of the specific wellness tech services offered at REKOOP?
Sure! Here’s a glimpse of what’s on offer:
- Cryotherapy Sessions: These involve exposure to extremely cold temperatures for short periods, which can help with muscle recovery, reduce inflammation, and boost overall well-being.
- Infrared Saunas: This treatment uses infrared light to penetrate the skin and warm the body, promoting detoxification, improved circulation, and relaxation.
- Lymphatic Drainage Therapy: This therapy helps stimulate the lymphatic system to remove toxins and reduce swelling, which is crucial for maintaining overall health.
- Oxygen Hydroxy Therapy: This advanced treatment delivers concentrated oxygen to the body, enhancing cellular function and promoting healing.
- Ice Bath & Breathwork Sessions: Combining cold immersion with guided breathwork to improve physical and mental resilience.
Q: What’s next for REKOOP?
I see tremendous potential for REKOOP to expand into metropolitan centers worldwide. The brand has global appeal, and I would love to see more clubs open in key cities. There’s a growing need for people to replenish their mind, body, and soul, especially in the fast-paced environment of a bustling city. REKOOP serves as an oasis for the burnt-out executive or entrepreneur on the go, offering a much-needed escape.
