A small health resort in Bavaria equipped with the unique backdrop of the Fichtelgebirge, the Bad Alexandersbad spa wanted to communicate a future-oriented image of health and sustainability in a comprehensive campaign.

That was the moment balleywasl* came in and created a new identity for the spa’s presence in the wellness market.

Inspired by the granite-dominated geology of the Fichtelgebirge, art director Franziska Runge referenced a stack of stones in the logo. And a certain lithic accent to Urby’s dynamic shapes helped make it the ultimate choice for principal typography.

Urby’s strength and recognisability in display text is complemented by Cera Pro’s clarity in extended text. But Cera Pro isn’t just responsible for setting body copy for the spa: its distinctive uppercase Q gives character to the spa’s strap line, “Quelle meiner Kraft”, which can be translated to “wellspring of my strength.”