The Five Senses Brand — TERENSAI

In post-Soviet culture, the bathhouse lost its sacred role and became a form of entertainment. Today, people pursue restoration in retreats and Western wellness practices, overlooking their own tradition whose original meaning has faded.

Problem

The challenge was to restore the bathhouse’s sacred meaning and reposition it as a space of tradition, healing, and a modern wellness experience.
Project goal: to create the brand TerenSai — a “place of power” for spiritual and physical rebirth, uniting tradition with contemporary lifestyles. The naming (“deep gorge”) symbolizes immersion into oneself.

Solution

The TerenSai identity was conceived as “created by nature itself.” The logo emerged from the vibration of water and the geometry of the gorge, with a visual language rooted in pure minimalism that avoids folkloric clichés. In motion, the mark “breathes” like steam, while the five-senses philosophy consistently unfolds across architecture, service, cuisine, and aromatherapy. Historical research informed the concept; logo prototypes were developed through simulations of water and steam, and the sounds of water and fire were translated into graphics using kinematics. A typographic system, tactile and visual codes, and a modular grid were established. The identity was integrated into spatial and digital environments — from wayfinding and uniforms to a website with UI/UX principles and motion design. All solutions were consolidated into a brand book that ensures scalability and a unified standard of quality.

Result

The identity made TerenSai’s philosophy tangible and repositioned the bathhouse as a space of tradition and healing, delivering a modern wellness experience rooted in cultural heritage. The project marked the region’s first multisensory brand platform built around the five senses and introduced a visual system born from natural vibrations, developed in collaboration with experts ranging from archaeology to gastronomy.