WILD HEART SAUNA CO.
Project Focus
Developing a scalable brand identity, positioning strategy, and digital experience for Wild Heart Sauna Co., a Nordic-inspired wellness company offering guided sauna sessions and nature-based restorative experiences.
Overview
Wild Heart Sauna Co. needed a brand foundation that translated its mission—creating grounding, nature-driven wellness experiences—into a clear, modern identity. My role was to establish the visual system, brand positioning, and website structure that would support the company’s launch and long-term growth.
Approach
I began by defining the core attributes of the brand: calm, natural, minimal, and restorative. The creative approach centered on:
A clean, modern identity system
A visual language inspired by natural materials and Nordic design
A user-friendly website with a clear service pathway
A tone that balances approachability with elevated wellness positioning
Every design decision aligned with the brand’s intended experience: clarity, grounding, and simplicity.
Strategy
The strategic foundation positioned Wild Heart Sauna Co. as a premium, nature-forward wellness service, differentiating it from traditional sauna facilities.
Key strategic decisions
Leading with the company’s sensory value (heat, steam, wood, nature)
Highlighting relaxation and nervous-system regulation as core benefits
Framing the experience as a modern ritual rather than a commodity
Creating a brand system flexible enough to support future offerings (e.g., events, memberships, retail products)
Challenge + Solution
Challenge: Build a brand that reflects the simplicity and tradition of Nordic wellness while appealing to a modern, design-aware audience.
Solution: A visual identity that merges natural textures and earthy tones with clean typography and a streamlined layout. The system honors Nordic minimalism while remaining accessible and relevant to today’s wellness consumer.
Deliverables included:
Logo and mark system
Color, type, and imagery guidelines
Fully designed website with intuitive user flow
Scalable visual system for marketing, signage, and future expansion
Design System
The final system is built on simplicity, clarity, and natural inspiration:
Logo: Minimal, refined, and flexible across digital and print
Color Palette: Deep greens, warm taupes, and muted neutrals inspired by wood, stone, and natural landscapes
Typography: Clean, modern typefaces supporting a calm brand presence
Photography Direction: Organic, nature-led, and atmospheric
Layout System: Minimal grids and generous spacing for a premium, wellness-forward feel
The result is a cohesive brand identity and user experience that communicates calm, professionalism, and the restorative nature of Wild Heart’s services.