Fjord Brand Identity

Fjord is a floating sauna and cold water plunge in Sausalito on San Francisco Bay, where people come together outdoors to move between heat and cold at their own pace. Its founders did not want it mistaken for a spa, so the brand had to steer clear of pampering clichés. DutchScot's 2026 identity looks to the history of the area's working waterfront and puts the contrast of hot and cold into the name itself.