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A new visual identity and website for FjordSauna, a floating sauna in Flåm.

FjordSauna, a serene and rejuvenating wellness destination, sought to revitalize its brand identity to align with its beautiful landscape and capture the essence of the refreshing fjord and warm sauna experience in the beautiful Aurlandsfjord.

This case study explores the rebranding process and outcomes achieved through the creation of FjordSauna’s new logo, visual identity, website, and merchandise.

Goals & Objectives

  1. Capture the essence of the fjord and sauna experience: Develop a visual identity that combines the coldness of the refreshing fjord and the warmth of the sauna, reflecting the unique experience FjordSauna offers.
  2. Modernize the brand: Create a contemporary and visually appealing brand identity that sets FjordSauna apart from competitors and appeals to a wide range of customers.

Design Process

Research and Discovery

Worked with the FjordSauna team and conducted an analysis of Fjord Sauna’s target market, competitors, and industry trends. Explored the unique characteristics of the fjord and sauna experience to gain insights for the rebranding process.

Concept Development

Brainstormed and generated multiple design concepts, focusing on integrating warm and cold colors to capture the contrasting elements of the fjord and sauna experience. Explored various visual elements and typography styles to achieve a modern and distinctive look.

Logo and Visual Identity Design

Developed a new logo that symbolized the synergy between the cold fjord and warm sauna. Incorporated elements such as water, mountains, and steam to visually represent the unique experience. Created a visual identity system, including typography, color palettes, and graphic elements, that resonated with the brand essence and evoked a sense of relaxation and tranquility.

Website Design

Translated the rebranded visual identity into a captivating and user-friendly website design. Utilized modern design principles, immersive visuals, and intuitive navigation to provide visitors with a seamless and engaging online experience.

Merchandise Design

Extended the visual identity to merchandise, ensuring consistent branding across various touchpoints. Designed merchandise items that complemented the brand aesthetic and appealed to the target audience.


The rebranding efforts for FjordSauna successfully captured the essence of the refreshing fjord and warm sauna experience while modernising the brand. Key outcomes include:

  1. Evocative Logo: The new logo symbolises the harmony between the coolness of the fjord and the warmth of the sauna, using water, mountains, and steam elements. It conveys a sense of balance, relaxation, and connection with nature.
  2. Contemporary Visual Identity: The visual identity system, including typography, colour palettes, and graphic elements, represents the unique contrast between the refreshing fjord and the comforting sauna. The warm and cold colours evoke relaxation and tranquility, setting FjordSauna apart from competitors.
  3. Engaging Website: The redesigned website showcases the natural beauty of the fjord and emphasises the rejuvenating sauna experience. Through immersive visuals and intuitive navigation, the website provides visitors with an engaging and informative platform to explore FjordSauna’s offerings and make reservations.
  4. Consistent Branding: The rebranding efforts extended to merchandise, ensuring a cohesive brand experience across various touchpoints. The merchandise items incorporate the visual elements and colours of the rebranded identity, further strengthening FjordSauna’s brand presence.

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