Branding & webdesign Wetreat

Branding & web design for WeTreat

Client

WeTreat

Project type

Branding & webdesign

Date

February 2026

In September, I got in touch with Madelon & Anne-Fleur, two super enthusiastic and ambitious women from Amsterdam with a great love for Spain. Specifically, a place called Rosamar, where they both own a beautiful villa. They were very keen to start offering retreats and workations in beautiful Rosamar and were looking for a brand designer to give shape to their brand, WeTreat.

The previous 'designer' they had hired for the assignment had created their logo using AI (yes, really!), so my task was not only to design a beautiful, fitting brand identity, but also to restore their trust in a good designer. And fortunately, I succeeded! After the branding process was completed, they even asked me to design their website as well.

And this is now live, together with the sunny and cheerful brand identity.

The caregiver

For the 'caregiver' archetype, caring for others and creating a safe, warm environment are important. Typical characteristics of this brand archetype are: warm, empathetic, and considerate. The caregiver thinks ahead and prevents problems. If balance is lacking, the pitfall can arise where the archetype comes across as patronizing or overprotective. In addition to the creator, WeTreat also matches with the 'discoverer' archetype. Explorer brands value freedom, adventure, and personal growth through new experiences. WeTreat also shares some common ground with 'the Jester'. The Jester seeks fun and wants to make life more cheerful. He uses humor to view the world from a different perspective, to lighten life, with a wink.

Informal rather than formal: WeTreat is friendly and accessible to all different target groups. The communication is polished and professional, but absolutely not stiff. You write the way you speak, from yourselves and your passion for WeTreat and Rosamar; warm and inviting. 'You' (informal) instead of 'you' (formal).

Humorous rather than serious: because WeTreat and Rosamar's surroundings provide a sense of relaxation, WeTreat's communication leans more towards humor than seriousness. Consequently, the tone of voice is light, airy, and fresh. A witty pun, for example, can be used without becoming clownish. Write in an engaging style, with a positive tone and from a place of love for Rosamar and WeTreat. Use short, flowing lines.

sentences.

Respectful rather than nonchalant: balance is key. That is why it is important that the tone of voice is caring and attentive. Hospitality and quality come first. The style may be relaxed, but never sloppy or rude. Always think from the reader's perspective in communication and give the reader options instead of commands (“Discover…”, “You can…”).

Enthusiastic rather than factual: WeTreat’s tone of voice conveys warmth and energy, stimulates the senses, and invites experience. Facts are present, but the experience takes center stage. Use positive, sensory words such as soft, sunny, sparkling, and effortless, and employ activating verbs. Conclude with an invitation or a warm call to action.

WeTreat sounds (like)...

Clinking wine glasses during a cozy dinner with friends and family in the garden on a warm summer evening. Cheerful music plays in the background, making your heart beat faster.

WeTreat smells (like)...

The wooded nature of Rosamar, the blue sea and its waves crashing against the rocks at Rosamar. The scent sets you free and you immediately feel an adventurous tingle. WeTreat also smells like freshly made paella and sweet pitchers of Sangria.

WeTreat feels (like)...

The warm sun on your skin during a hot summer day on vacation. The heat encourages you to slow down. You feel the sand tickle between your toes and get the urge to do other, new things; a new sport or activity.

WeTreat looks like...

Cheerful colors such as the warm golden sun, the clear blue sea, and the fresh green. The beautiful magical beaches and coves, the mountains and nature where you feel free to move, enjoy, and experience. Smiling people.

WeTreat tastes (like)...

Fresh produce and fruit; paella, sangria, tapas, and shared, full tables of delicacies. The cañas and cavas tingle your tongue and complement all the different flavors you taste.

WeTreat is the sound of clinking glasses and laughter during a cozy dinner on a warm summer evening. It

It is the feeling of the salty sea, the scent of the trees, being outdoors, nature. WeTreat feels like a beach.

all for yourself. It is that first deep breath when you notice that everything is right: the place, the people and

the moment.

WeTreat was born not only out of a love for carefree togetherness, but also out of a love for hospitality and creating beautiful moments together. It is a shared dream come to life. Here, hospitality is the key. We plan, you enjoy – it is that simple. From an intimate retreat to a small-scale party, we arrange everything with warmth, creativity, and an eye for detail that you feel immediately. The table is set, the day's program runs smoothly, and the atmosphere… is exactly as you hoped, but even better!

Experience beautiful Rosamar in an idyllic location where you are completely taken care of, surrounded by nature,

adventure and new energy! Our beautiful villas are located right by the sea, a one-minute walk from the beach and three

beautiful bays. In this beautiful setting, you don't have to think about a thing. Make memories that last and

Unwind completely. Or get moving! You decide. Whatever you choose, it will always be with a big smile!

WeTreat is the promise that you only need to come to experience. We take care of the rest. And we do this with open

arms, the wonderfully warm Spanish sun and... a touch of magic.

The concept chosen for the brand visualisation is Seashells & Smiles | Warm & valuable. [I had presented 2 different concepts beforehand.] This concept is based on energy, passion, and positivity. It emphasizes the unique WeTreat experience, quality time, conviviality, and adventure.

This translates into warm, summery colours, striking or handwritten fonts, playful shapes, and quirky illustrations and icons. The target audience's experience is central, and this is reflected in the photography and the overall look & feel of WeTreat. This concept has a playful premise and focuses on togetherness and the valuable moments you create with WeTreat, whether in a business setting or with family and friends.

Gold elements and details, as well as clear and high-quality photography, give the brand a high-quality, inviting appearance.

The guiding principles of WeTreat

Bright, warm, and pigmented colours give the brand a sunny and energetic look & feel. WeTreat is not a 'sad beige' brand, and the use of only the color 'Sand' [beige] in brand communications is excluded.
WeTreat exudes lightness and playfulness. Compositions may be loose and playful. Avoid branding that is rigid, simplistic, and/or corporate.
Photography and imagery must be clear, with high contrast and high quality. No black and white photography, overlays, and/or filters.
Use only the brand assets (fonts, colors, icons, illustrations, etc.) specifically designed for WeTreat. Consistent application of WeTreat's cheerful and energetic brand identity prevents a clownish appearance.

Schermafbeelding 2026-03-10 om 14.57.01.png

Titles & headers

Plantago Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Heads

Costa Brisa Script

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Body text

Open Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

View live website

The result

At the end of the process, the girls from WeTreat don't just have a brand identity and website. They have a visual identity that is strategically aligned with their ideal target audience and perfectly reflects who they are. Their love for Spain and the Costa Brava is captured in summery colors, playful fonts and icons, and striking photography.

The new branding communicates not only passion and fun, but above all, an experience. Through deliberate choices in colour, typography, and imagery, the brand feels warm, energetic, and cheerful. It tells a story of relaxation, growth, and coming together—exactly what you are looking for when you want to step out of the daily routine for a moment.

The colour palette is inspired by the Spanish sun and combines warmth with softness. The typography is both professional and personal, making the look high-quality and inviting.

The one-page website fully supports this identity. At a glance, it becomes clear who WeTreat is for and what they organize, both in content and feel. The structure is clear, the composition airy, and the message powerful.

And let's be honest: doesn't this branding instantly make you long for the Spanish sun?

Madelon & Anne-Fleur's thoughts on the collaboration

"Working with Romana felt right from the start! From the first contact, she flawlessly understood who we are and what WeTreat should project. She is incredibly strong technically and knows how to effortlessly translate feeling, atmosphere, and brand identity into a visual style that is perfect down to the last detail.

Romana actively thinks along with us, asks insightful questions, and brings clarity and calm to the process. She connects disparate ideas into a cohesive whole and remains continuously involved. It doesn't feel like handing something over, but rather like building WeTreat together.

The collaboration is open, creative, and relaxed, and we still work together with great pleasure. We are incredibly happy with her and look forward to our future collaboration with great enthusiasm and pleasure!"

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