London-based design and branding consultancy DutchScot has created a bold new visual identity for Fjord, a floating sauna and cold-water plunge located in Sausalito on San Francisco Bay.

Positioned as an alternative to the traditional spa experience, Fjord offers a communal, self-guided approach to hot and cold therapy, combining the physical and mental benefits of sauna and cold-water immersion with a social environment.

DutchScot developed the branding to deliberately move away from familiar wellness and spa clichés, instead drawing inspiration from the industrial heritage of the Bay Area. At the centre of the identity is a bespoke typeface created in collaboration with Playtype, featuring a degree symbol in place of the ‘o’ – a simple graphic reference to the contrasting temperatures at the heart of Fjord.

The identity extends across digital, print, signage and merchandise, creating a distinctive and cohesive brand experience. The website introduces a temperature gauge that responds as users scroll, while bespoke gift packaging adds a tactile dimension to the brand.

Photography is by Alex Farnum.