INSIDE THE PROJECT

Mariuxi Carrera— Image, Style & Spa

Founded in Ecuador in 2017, Mariuxi Carrera was created with a clear mission: to provide women with a sanctuary of wellness where they could disconnect from daily stress and revitalise both body and mind.

EXECUTED SERVICES:
↗ BRANDING KIT [ESSENTIAL]
↗ 1:1 MENTORING [MERAKI]

▪ The starting point: From A to B

Founded in Ecuador in 2017, Mariuxi Carrera was created with a clear mission: to provide women with a sanctuary of wellness where they could disconnect from daily stress and revitalise both body and mind. Her centre, focused on holistic care, combined massages, lymphatic drainage, and body treatments in an environment designed for relaxation and personal connection.

Despite having a distinctive proposition, the brand was not reaching its full potential. The absence of a strong visual and verbal identity made it challenging to convey its essence and stand out in an increasingly competitive market. Following Meraki’s mentorship, we identified the need for a complete transformation to reflect its vision of wellness, relaxation, and rejuvenation—enabling it to connect emotionally with its audience and establish a clearer, more memorable presence.

▪ The Pandora’s Box: Transformation Through Meraki Mentorship

Mariuxi Carrera reviewed and redefined its business model to ensure that its value proposition was aligned with its target audience. The services, operational structure, and differentiators in the wellness market were evaluated, identifying opportunities for improvement and optimisation. This process allowed the centre to strengthen its offerings, ensuring that each experience provided to clients was in tune with its purpose: offering an oasis of tranquillity where women can disconnect from stress and reconnect with themselves.
We worked on designing a holistic experience for clients, ensuring that every touchpoint reflected the values of wellness and relaxation. From the ambience of the space to personalised attention, protocols were established to ensure that each woman felt valued and confident, thus strengthening loyalty and word-of-mouth as a growth strategy.
The services offered and their profitability were analysed, adjusting the offering to focus on those treatments with the highest demand and aligned with the brand’s vision. Opportunities were also explored to incorporate new complementary services that would enhance the holistic wellness proposition, ensuring greater differentiation in the market.
A plan was devised to strengthen the relationship with clients and differentiate the brand in the market. This included the implementation of loyalty programmes, incentives for recurring clients, and exclusive experiences that would increase the perceived value of the service. Furthermore, actions were defined to foster a deeper connection with the community, making Mariuxi Carrera not just a wellness centre, but also a space for trust and self-care in the long term.

▪ The Challenge: Mapping the master move

Building on the audit findings, we developed a branding strategy aligned with their target audience. We identified a key micro-niche: 70% of their most loyal customers, who valued both the quality of the garments and the emotional connection with the Fucsia team. From there, we redefined the brand’s communication to reflect the femininity and natural elegance of its customers, both in the clothing and in its digital presence.

Finally, we established long-term objectives to ensure sustainable growth in line with the brand’s values. As a result, Fucsia Store not only expanded but did so with a clear and distinctive purpose.

NEAR

ENJOY

DISCONNECTION

NEAR ENJOY DISCONNECTION

▪ Change in Action: Beyond What Meets the Eye

BRAND ARCHETYPE:                                                                            THE MAGICIAN

For Mariuxi Carrera’s branding, the goal was to create an approachable yet refined identity that embodied its mission of holistic wellness for women—an experience of physical and emotional disconnection and rejuvenation.

The visual identity drew inspiration from natural elements such as the sun, water, and earth, symbolising purity and renewal. A carefully selected typography added softness and a touch of romanticism, reinforcing the brand’s delicate essence.

The positioning strategy centred on offering personalised wellness experiences, including exclusive relaxation and rejuvenation packages, a loyalty programme with benefits for returning clients, and a special welcome offer for new customers. Additionally, an upselling strategy was implemented, featuring complementary services and personal care products. The introduction of an online booking system further enhanced both accessibility and exclusivity, deepening the brand’s emotional connection with its audience.

▪ Results: What we achieve together

Through the implementation of strategies focused on exclusivity, personalisation of services, and optimisation of the customer experience, significant progress was made in several key aspects of Mariuxi Carrera's business. Efforts to connect emotionally with customers and offer them a comprehensive service not only improved overall satisfaction but also increased loyalty and sales. The following are some results achieved:

Thanks to the loyalty programme and exclusive packages, there was a 30% increase in repeat clients, who began to schedule regular sessions.
The implementation of personalised services and the welcome offer helped position Mariuxi Carrera as a unique wellness centre, increasing the perception of exclusivity among clients.
The upselling strategy, offering additional treatments and products, resulted in a 25% increase in additional sales per client, improving the centre's profitability.
With the integration of an online booking system, waiting times were reduced, and the overall experience improved, contributing to a 20% increase in customer satisfaction.

▪ Classified file: Additional data

INDUSTRY: Wellness and Personal Care

LOCATION: Milagro, ECUADOR

START OF BUSINESS OPERATIONS: 2015

PROJECT COMPLETION: 2021

▪ Behind the scenes: Team credit

GRAPHIC DESIGNER: María José Alcívar
COPYWRITER: Sandra Voltinaer
ANIMATIONS: Héctor Terreros
CREATIVE & STRATEGIC DIRECTION: María Fernanda Ayala

A kind note from the client

“My brand now shows who I am”.
Before Meraki's mentoring, I felt that my business wasn’t reaching its full potential due to a lack of clear strategy and a cohesive visual identity. Throughout the process, we completely redefined my brand, creating a visual and verbal identity that truly aligned with the values of my wellness centre.
Beyond a simple aesthetic transformation, we managed to clearly communicate the essence of disconnection, relaxation, and rejuvenation—the message I had always wanted to convey.
As a result, the perception of my brand changed entirely: my clients now feel a deeper emotional connection to our services, and I feel more confident in presenting my business and engaging with my audience. This has strengthened brand recognition and loyalty, allowing me to grow in a way that is both authentic and strategic.
— MARIUXI CARRERA- MARIU CARRERA IMAGEN & ESTILO (ECUADOR)