Rushton-Smith

The Reno Sauna Club branding project was part of the revitalisation of the Best Bet Motor Lodge, a historic property built in 1958, located in mid-town Reno, Nevada. The goal was to add a playful, unique amenity to the back of the property that would not only enhance the guest experience but also have the potential to evolve into a standalone business.

The primary challenge was to develop a cohesive branding strategy for Reno Sauna Club that both complemented the Best Bet Motor Lodge’s identity and had the potential to stand independently as the brand grew. The team sought a natural, organic, and playful approach that captured the essence of the sauna experience while aligning with Best Bet’s aesthetic. With a tight budget and specific business needs, it was also essential to integrate Reno Sauna Club’s branding seamlessly into the existing Best Bet website and digital presence, ensuring a unified experience across all touchpoints.

The Reno Sauna Club branding was inspired by hot earth tones, evoking a space where relaxation, rejuvenation, and fun come together. The logotype reflects the wave of heat that envelops you as you enter a sauna, complemented by supporting fonts, ‘Sometimes Times’ to balance the playful with the elegant, while Niveau Grotesk for general use across collateral. A hand-drawn element was introduced to represent the heatwaves, which appeared across collateral and signage throughout the property. This aesthetic not only complements the overall branding of the Best Bet Motor Lodge but also establishes a distinctive identity that can support future growth, potentially expanding into its own spaces across Nevada and further afield.

Connecting bricks and mortar with its digital counterpart we created a dedicated landing page within the Best Bet Motor Lodge’s custom WordPress website, allowing guests to visualise their entire stay before arriving. Reno Sauna Club’s digital presence was carefully scoped and developed to deliver a seamless, on-brand experience, simplifying the booking process and integrating smoothly with both the sauna and hotel’s operational systems.

Art direction played a crucial role in shaping the Reno Sauna Club’s identity, ensuring the design appealed to the right demographic while helping guests visualise their experience before booking. It was essential to convey that the sauna is both approachable and fun, whilst capturing the essence and aesthetic of the sauna.

The project ran concurrently with the Best Bet Motor Lodge branding, carefully managing timelines to align with construction and launch. Partnering between the UK and the US, we were able to bring the entire brand to life in just a few months. Since its debut, the concept and visual aesthetic have resonated with customers, earning positive reviews and press coverage. Reno Sauna Club has quickly established itself as a premium amenity, setting the motor lodge apart from local competitors. The branding has successfully positioned Best Bet Motor Lodge and Reno Sauna Club as a design-forward destination deepening guests’ connection with Midtown while enhancing their overall well-being in the heart of Reno.