Turned off by a tag line

A tag line has a purpose. It can act as a descriptor for your business. And when a business uses a name (ie winter and construction) which says nothing of what you do, then a tag line is even more needed. Sometimes a company's tag reinforces the philosophy (ie Nike: just do it). A couple of weeks ago I drove past a bar in River North. As usual, signage always catches my eye. And the name I found appealing. Stone Lotus. The lotus flower has a lot of meaning in yoga. And using stone was an intriguing mix of organic and cold. But what really stood out was the tagline: Lounge, Restaurant and Liquor Spa. I was immediately turned off. Liquor is not a great word to begin with. There's something unsophisticated about that. It reminds me of a cheap corner store that someone runs into to buy beer to watch a game on a sunday. Or a bottle of something stronger. But spa? Spa to me means escape. Relax. Get away. So when you put Liquor Spa together it says escaping with alcohol. And not in a good way. The funny thing is, buy the looks of the inside, it looks like a beautiful space. But with events like Booty Camp, I probably wasn't their market anyway.