Sauna People has established itself as a leader in sauna product and service excellence, offering a comprehensive range of sauna and steam equipment throughout New Zealand. They provide the exclusive Sawo range of Finnish-designed and engineered saunas, utilising specially manufactured premium cedar and aspen timber. Their product offerings include sauna builder packs, custom builds, sauna heaters, steam showers and servicing all part of the complete premium experience.

Recognising the need for a brand refresh, they wanted to elevate their position above the competition while visually showcasing the unmatched quality of their product range and exceptional customer service. 

The brand refresh elements included a new logo, an updated colour palette, typography and product iconography.

The logo for Sauna People is crafted to embody the essence of quality, craftsmanship, and the natural materials that define their product range. By incorporating the initials “S” and “P” in a sleek, modern design, the logo captures the sophistication of Finnish engineering while remaining approachable and welcoming. The clean, sans-serif typeface ensures readability and complements the modern aesthetic, reinforcing Sauna People’s position as a market leader. These changes help visually reinforce the warmth and comfort associated with saunas, conveying a sense of relaxation and well-being.

The chosen colour palette features earth tones that mirror the natural materials used in their products and the serene ambiance of a sauna. These colours evoke warmth and tranquility, enhancing the brand’s holistic qualities and appealing to customers seeking a premium, nature-inspired experience.

Overall, the refresh positions Sauna People as a premium brand, visually communicating the quality and craftsmanship they are already known for.