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Fjord is a new floating sauna and cold water plunge in the Sausalito area of San Francisco Bay. Fjord is not a spa. It does not sell spa services. Instead it provides a communal, outdoors, self-guided opportunity to enjoy the huge mental and physical benefits of hot and cold — and to enjoy a beverage afterwards with friends. Keen to sidestep the usual spa branding tropes, we worked closely with founders Alex and Gabe to create a bold identity inspired by the area’s industrial past. At the heart of the brand is a bespoke typeface, created in collaboration with Playtype, containing a degree symbol in the place of the ‘o’ as a direct reference to the hot and cold nature of the offer. Photography by the talented Alex Farnum.
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The website features a ‘temperature gauge’ that moves up and down as the user scrolls. The navigation on the left loosely resembles the markings on a thermometer.
For gift tokens, a handmade soap in bespoke packaging replaced the conventional plastic card or email voucher.
