Wellness is not well in Ashcroft.

A group of citizens has asked the village council to dump the newly adopted brand.

Doreen Lambert circulated a survey at village businesses this spring to determine popularity of the slogan "Ashcroft – Wellness Awaits You," adopted in 2011.

She said 76 per cent of the 228 residents who responded want to get rid of Wellness as a brand.

"We're asking them (council) to revisit the situation," Lambert said. "A lot of people are unhappy with it."

The slogan replaced the longstanding "Historic Ashcroft."

Another resident unhappy with the branding, which includes signage greeting visitors as they drive off Highway 97 on the way into town, is Ray Bewza.

The survey "tells me what I've known all along," he said.

"I keep running into people who don't think Wellness is appropriate for a village — it's appropriate for a building."

The branding concept was led by the local Community Futures organization and included extensive public consultation — something Mayor Andy Anderson said shouldn't be scrapped due to unhappiness by naysayers.

But Anderson, whose own business cards carry the slogan, acknowledged the village may eventually have to put it to the people.

"It may be that happens with the question."

But Anderson defended the slogan as a product of a long period of public consultation by committed volunteers. He's not eager to scrap it yet.