Naming, Brand Strategy, Visual Identity, Collateral & Website

Baask Sauna & Ice Bath House

Sector: Wellness / Hospitality

The Brief

Baask is a sauna and ice bath house at Waihī Beach. The space offers infrared heat, traditional heat and cold water therapy, a short walk from the sand.

The founders, Sam and Claudia came to us with a vision close to their hearts: To create a modern wellness experience shaped by thoughtful design, sensory detail and a love for nostalgic coastal spaces. A space designed to help you breathe deeper, settle into the moment and leave feeling lighter.

We fell in love with the vision and the result is a beautiful collaboration of hearts and heads creating a timeless brand and visual identity that compliments the incredible space and interior fit out.

Baask plays on bask, and the notion of surrendering to our surroundings.

The visual identity runs on two temperatures. Cedar and umber for the heat, ice blue and sky for the cold, cream underneath to keep the whole thing calm and human. The icon set came out of the natural surroundings of Waihī Beach: waves, steam, and a sunrise mark drawn from Tūhua, cut like a woodblock print to give some tactility.

The Outcome
Baask opened at 58 Wilson Road with the whole identity in place, so the team could focus on operations and build brand awareness from the get-go. Go visit if you can, it’s as good as a holiday.

baask.co.nz