Steäm Folk
The wildest and glam brand.
Branding
Logo Design
Corporate Identity
Visual communication
Sales material
Can you imagine being in a sauna under the stars surrounded by nature while you drink wine with your friends? It sounds like a movie, or a plan straight out of Kardashian‑style, right? But in Australia, this amazing plan is real thanks to its founders, Jess and Scott. We had the pleasure of working previously with Jess on the branding of Mushroom Forestry. Together with her partner, Scott, they decided to venture into tourism in their own way. A much more glamorous and “wild” way.
Steäm Folk, the sauna that goes wherever nature calls you
For you to enjoy a weekend that’s ultra chic for your birthday, wedding, anniversary, getaway, or any other excuse. They take care of bringing this Scandinavian‑style sauna to your dream location. You just have to bring the wine and the friends.
Naming and tagline – This project already came baptised by its creators. And they couldn’t have chosen a better name! Steäm Folk (“People of steam”) makes complete sense since in Scandinavian culture, the sauna is a very common social leisure activity where friends and family gather and socialize surrounded by steam.
The tagline “Bathe Wild” fully closes the brand idea, telling us of a “spa” in a wild, sparsely inhabited landscape. With such a suggestive naming and descriptor, it was time to take action.
Visual identity; functionality and form – Jess and Scott came with a well‑defined marketing plan and were aware of the style and brand personality that represented them. They sought to convey with the visual identity the “exotic” origin of the product and the wildness of its destination.
In Australia, the sauna is perceived as a health product, generally used for its benefits and rarely in a leisure and enjoyment context. So we focused on finding a graphic solution that steered us away from wellness and the gym world.
Typographic codes – It was hard not to glance at the graphic design origins and the Bauhaus school, which is a key influence in Scandinavian design. Simple lines, minimalism, and functionality grant a special beauty that remains absolutely current today.
Through several exercises we found the Averta family, a typeface inspired by the historic Futura, Avenir or Century Gothic, created by the young Kostas Bartsokas, bringing a more expressive and versatile approach.
Round, open, purely geometric apertures. Its low‑contrast strokes convey a direct and sober tone. The result is the creation of a timeless, natural, and friendly logo.
The cherry on top is the totally incorrect use of the A with “umlaut” or the A with diaeresis. It’s a nod to the Scandinavian heritage and we understand it as a graphic license that would be totally justified in an “Anglo” context like the Australian one.
Expression – The isotype arose from the need to define the brand’s expression. An element that requires to be visually richer and that brings uniqueness and distinction. We bet on using gesture through a brushstroke to break the regular shape of the circle; an abstraction of the sauna and the steam that perfectly symbolizes the wild spirit of the brand.
Finally, we were inspired by the colors of the forest. A chromatic palette that transports you to the brand’s promise of a peaceful lake surrounded by mountains, all while you enjoy delicate wine in the best company.
Moral of the story – Steäm Folk is one of those small agency projects that we have a special affection for. The product is beautiful, its creators are a perfect team, the project’s projection is sustainable, and it finally has a brand identity that represents them. Watching them grow fills us with pride. Thank you Steäm Folk for giving us the opportunity to do our bit.
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