More stories and inspiration from our wellness world
In 1983, Ruud and Irma ten Have made a decision that would change their lives forever. They gave up their jobs and their home for a dream: their own sauna at Het Hulsbeek, Irma's birthplace. A year and a half later, Saré opened its doors. The name says it all really: a combination of sauna (Sa) and recreation (ré), that was their plan.
Wellness as we know it today barely existed back then. There were no large resorts, no trending concepts. So it was truly a leap of faith.
Ruud ten Have recalls: "When we opened that first evening, we were incredibly nervous. A lot was at stake. What if nobody came? That first evening, 85 guests arrived. We ran from reception to the relaxation area and from the washing machine to the toastie iron. Fortunately, people turned out to be just as enthusiastic about our wellness idea as we were."
That first evening set the tone for everything that would follow. The need for rest, warmth and genuine attention turned out to be greater than they had ever expected. And it has never disappeared since, not even during a major fire, economic uncertainty, corona or the energy crisis. The core always remained intact.
Britt ten Have grew up between the saunas. After her studies, she consciously chose her own path first, but when the family business went through a difficult phase, she returned. What started as a temporary step grew into a role in which she now, together with her brother Sten, determines the course of Saré.
"When my parents started, they created a beautiful and unique place that allowed us to build a wonderful circle of guests around us. We are incredibly grateful for that and we think it's very important that these guests continue to feel at home with us.
On the other hand, we see that younger generations are increasingly consciously looking for moments of rest. A bit of time for yourself, no phone or busy schedule for a while, these days that's a luxury. Only these generations search differently, you don't reach them with a message in the newspaper or on the radio. They look differently and are inspired by different things.
We noticed that our presentation wasn't reaching this group sufficiently, while I'm convinced that our way of wellness aligns very well with their wishes. Back to basics, wellness without frills."
That conviction formed the starting point for the rebranding. Not because Saré changed course, but because the way we presented ourselves increasingly didn't match the place Saré occupies today. A boutique wellness destination where rest, nature, personal attention and quality come together. A place where our loyal guests have felt at home for years, but where we also want to introduce a new generation to how valuable a wellness day can be.
For the new look, we worked with Nadia, founder of Branding Studio NNK. She looked with fresh eyes at who Saré is and what that needed to make visible.
What struck you first?
"As soon as you arrive, you're in the middle of the forest. You step into another world. That location played an important role in the visual concept. But what stayed with me just as much was the warmth of the team and how clear the vision was: at Saré, it's all about genuine attention, simplicity and relaxation. Wellness as it should be."
What was the biggest challenge?
"Finding the balance between familiar and refreshing. You don't want to lose regular guests, that connection with history is what makes Saré special. And at the same time, we wanted to inspire a younger generation with what Saré has to offer. Keeping and strengthening the good, with a fresh breeze through it."
What are you most proud of?
"That the new look truly feels like Saré to me. Calm, warm, stylish and inviting. But what made the process extra special: Ruud and Irma, the founders of Saré, were happy with the direction throughout the entire process. That meant a lot to me, it shows that the renewal isn't separate from the foundation, but builds on it."
The nature surrounding Saré formed an important source of inspiration for our new look. That starts with the logo.
If you look closely, you'll discover different elements that together tell the story of Saré. The S of Saré and sauna. Two water droplets. The movement of rising steam. And the rolling shapes of Het Hulsbeek. In addition, the logo is perfectly balanced. A subtle reference to our vision of wellness: slow down, find peace and regain balance.
The color palette was also not chosen by chance. The shades are inspired by the nature that surrounds us every day: forest, earth, wood, sand and steam. Together they form a calm foundation that matches how we experience wellness. Not exuberant or loud, but warm, natural and timeless.
Sten ten Have, who nowadays also leads the kitchen within the company, perhaps puts it most eloquently: "It doesn't always have to be bigger or more complicated. It's precisely the attention to the basics that makes the difference. A good dish is about quality, purity and attention to detail. The same applies to Saré as a whole. When the foundation is solid, everything else follows naturally – but people do need to know how to find you, and we've taken a nice step in that direction now."
Lisa Kemna leads operations within the company and looks ahead with optimism: "I'm really looking forward to putting the journey we've undertaken with our rebranding into practice. What I'm most proud of is that we've worked toward an end result where we continue to serve our current loyal guests, while also appealing to a new group of people. We're not becoming a trend-driven hip wellness destination. We remain the straightforward Saré, but with a more timeless appeal where a new wellness generation also feels at home."
Over the coming months, that appeal will become visible step by step: in our photography, on the website, in our communications. Some changes will be immediately noticeable. Others perhaps only later. What you'll certainly recognize: the calm. The personal attention. And the space to enjoy your day at your own pace.