Context
Terme di Agnano is not a spa in the contemporary sense of the term, but a singular thermal landscape in the Phlegraean Fields, where water and heat rise naturally from a volcanic basin. It is a layered place, where classical archaeology, early 20th-century architecture, and its recent reactivation as a Wellness Park coexist.
As the offering evolved from a thermal establishment into a broader system of experiences, rethinking the identity became essential. The goal was to build a brand capable of functioning across every touchpoint today — signage, digital, hospitality, products — without losing its connection to the site’s materiality and history.
The aim was not to create an image merely “inspired by the past,” but to develop a contemporary identity system rooted in Agnano’s real, recognisable, and specific elements.

Challenge
The project had to navigate between two opposite risks.
On one side, there was the danger of falling into a generic thermal language shaped by international wellness codes: effective, perhaps, but interchangeable, and unable to express the site’s deeper identity.
On the other, there was the risk of becoming trapped in a nostalgic representation, resulting in a museum-like brand: historically consistent, yet distant, less legible, and ill-suited to support a contemporary communication system.
The challenge was to find a balance: to define an identity capable of guiding and supporting an increasingly rich and articulated experience — a true wellness park — while keeping at its core what makes Agnano unique: the relationship between water, heat, volcanic landscape, and historical stratification.
The task was not simply to communicate a service, but to make a place legible.

Execution
The project began with the most concrete and verifiable element: the lettering carved into the entrance arch. From this trace, a custom logotype was developed — not decorative, but derived from a real form — bringing a greater sense of solidity and improving legibility compared to the previous identity.
The symbol was then separated from the logotype and given an autonomous role. Its circular form, inspired by the ouroboros, was simplified into a continuous sign that reads as flow rather than as narrative imagery. In this way, its meaning shifts from the symbolic to the perceptual: it does not depict a serpent, but evokes a cycle, continuity, and movement.
The visual system is built on a clear hierarchy:
– the logotype defines the institutional identity
– the circular sign acts as a generative element patterns and textures introduce rhythm and continuity
– the graphic language, inspired by the Art Deco geometries found throughout the park, provides structure and coherence

Ornament is never treated as decoration for its own sake, but emerges from compositional rules and supports the overall experience. The colour palette draws from the site’s material qualities — deep greens, ivory tones, and mineral hues — while the textures reference natural phenomena such as salt efflorescence and clay deposits.
The system finds its fullest expression across applications: signage, wayfinding, informational materials, textiles, products, and communication. The result is an identity that does not interpret Agnano, but organises it and makes it accessible: a contemporary language able to translate its monumentality into a strong and coherent brand system.