Fjord sauna identity swaps o for degree symbolCreative Boom · Oct 26, 2026
DutchScot created a bold identity for Fjord, a new floating sauna and cold-water plunge in Sausalito on San Francisco Bay. Rejecting soft wellness clichés, the studio developed an industrial, black-and-white system centred on a bespoke Playtype typeface and a wordmark that replaces the o in Fjord with a degree symbol. The identity extends across digital temperature-gauge interactions, signage, posters, merchandise, handmade soap gift tokens and moody photography by Alex Farnum.
Fjord sauna brand swaps o for degree symbolCreative Boom · Oct 26, 2026
DutchScot created a bold black-and-white identity for Fjord, a new floating sauna and cold-water plunge venue in Sausalito on San Francisco Bay. Rejecting soft wellness conventions, the system draws on the area's industrial history and uses a bespoke Playtype typeface whose Fjord wordmark replaces the “o” with a degree symbol. The identity extends across web interactions, signage, posters, merchandise, tactile soap gift tokens and moody photography by Alex Farnum.
