Applications
Social
Premium, high-end, but never loud — every post should feel editorial enough to live on Aesop's feed.
Positioning & the Aesop test
Thermasol is quiet confidence and refined wellness — the social equivalent of Aesop, Equinox, and Four Seasons. Warm and inviting, never clinical or promotional. Product is secondary to emotion; every post should read like editorial.
Before publishing anything, apply the benchmark:
Would Aesop, Aman, or Four Seasons post this?
If the answer is no, it does not go on the grid.
A coherent grid, built from the four pillars below:
@thermasol
The Original Wellness Company since 1958
Content pillars
A balanced feed is built from four pillars. Hold to these ratios so the grid stays varied without drifting off-brand.
| Pillar | Share | What it covers |
|---|---|---|
| Project showcases | 40% | Completed installations and hero content |
| Wellness education | 25% | Steam and sauna benefits, health insights |
| Lifestyle moments | 20% | Human presence, wellness in action |
| Partner spotlights | 15% | Designer and architect collaborations |
Photography
Warm, golden, and emotional. Show finished, beautiful spaces and natural materials — wood, stone, glass. Lead with feeling, not product.
| Do | Don't |
|---|---|
| Warm, golden, natural light | Blue-white or clinical lighting |
| Finished, beautiful spaces | Construction or installation in progress |
| Emotion over product | Product-only catalog shots |
| Faces obscured or cropped | Harsh flash photography |
| Soft highlights, shadow, depth | Cool or sterile color temperatures |
Copy & captions
Keep overlays to a maximum of six to eight words, and leave roughly 40% of the image quiet. Use The Seasons for brand phrases and Poppins for attribution. Captions should open with a sensory or emotional hook, add a line or two of context, then close with a soft question or no CTA at all.
| Do | Don't |
|---|---|
| Confident without arrogance | Salesy or promotional language |
| Warm, sensory, aspirational | "Revolutionary," "game-changing," "best-in-class" |
| Soft questions, gentle invitations | Aggressive calls to action |
| Story beyond the product | Technical jargon without context |
Approved phrases:
- Make space to live well.
- Wellness begins at home.
- Breathe deep. Steam well.
- From daily routine to ritual.
- Trends change. Rituals stay.
- Make space to breathe.
The warm palette only — never the cool B2B palette. Grid cohesion is critical, so keep color temperature consistent across every post.
- Formats: 1:1 for the classic grid, 4:5 for taller feed posts.
- Rhythm: one typography-only post every six to nine images for breathing room.
- Carousels for educational content; Stories for any promotional or announcement content (keep it off the grid).
Vertical and aspirational. Every pin should pass: would I save this to my dream bathroom board?
- Format: 2:3 vertical, 1000 × 1500 px.
- Boards: Steam Shower Sanctuaries, Modern Sauna Design, Wellness Rituals, Bathroom Design Inspiration.
- Warm palette only, consistent with the consumer feed.
Vertical formats
Source assets for these formats do not exist yet — produce them to spec.
Hashtags
- Keep tags relevant to wellness, design, and the space shown.
- Favor a focused set over a wall of tags.
- Never let hashtags read as salesy or competitive ("#1," "best").
- Match the tag's register to the post — restrained, not shouty.
Pre-publish checklist
- Brand name spelled Thermasol (only the T capitalized) everywhere.
- Passes the Aesop test — would Aesop, Aman, or Four Seasons post this?
- Feels warm and inviting, not clinical; golden tones, not blue-white.
- Warm palette only — cool palette is B2B and LinkedIn only.
- Overlay copy under eight words, with breathing room around it.
- Max two type styles per image; serif never in all caps; no italics.
- Tells a story beyond the product.
- Sits within the pillar ratios and keeps the grid cohesive.