A Flotation Experience Like No Other
PROJECT: Create a name for a new float studio brand based in Kirkland, Washington.
RUBICON: A bounding or limiting line; especially, one that when crossed commits a person irrevocably. A river that separated Cisalpine Gaul from Italy in the era of the Roman republic. The movement of Julius Caesar’s forces over the Rubicon into Italy in 49 BC violated the law that forbade a general to lead an army out of the province to which he was assigned, which led to a three year civil war that left Caesar ruler of the Roman world. Notes Wikipedia: “According to Suetonius, Caesar uttered the famous phrase ālea iacta est (“the die has been cast”). The phrase ‘crossing the Rubicon’ has survived to refer to any individual or group committing itself irrevocably to a risky or revolutionary course of action, similar to the modern phrase ‘passing the point of no return.'”
BRAND POSITIONING: What is floating? It has been known variously as floating, flotation, or sensory deprivation, and is best described by the company we named Rubicon:
Floating is the practice of lying on a bed of warm salt water, in a space that blocks out light and sound, helping you achieve the ultimate state of relaxation so your body and mind can rest, repair, and refresh. In a world that demands your attention and energy at an ever-increasing rate, floating is the tool that empowers the very best in you.
By simulating a zero-gravity environment, floating gives your entire body the chance to repair. By removing external light and noise, floating gives your mind a chance to refresh and focus. By immersing yourself in stillness and nothingness, you achieve a sense of calm that no other devices, supplements, or practices can bring you.
This is a float studio like no other, going to great lengths in acoustical engineering to thoroughly isolate and soundproof the flotation tanks and rooms; to perfectly control the tank temperature and humidity; to the installation of eco-friendly showers; and to the overall aesthetic experience. In short, this studio has “crossed the Rubicon” in its commitment to state-of-the-art flotation.
The name Rubicon evokes commitment, resolve, determination, and change. Crossing this Rubicon is all about relaxation, meditation, and rejuvenation. Once people discover the transformational power of Rubicon, there’s no going back to the old way of being. And the name has an edge, swagger, and attitude far beyond the “zenny” platitudes of most float, meditation, and yoga studios, setting this company apart from the pack. Rubicon is transforming the flotation experience.
Cross The Rubicon to a better, stronger you.
“In terms of the reception of my new name from the previous name, my brand is much stronger. It’s a stronger brand than any others in the float world. We’ve raised the bar in terms of our brand experience and it’s helped a lot with our brand positioning. When I’m dealing with other industries, the name recognition has been very good for me.”
—Founder, Rubicon Float Studio
Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including Éclair. Download the Zinzin Client Reviews PDF to read the complete reviews.