The Salty Finn Sauna is a mobile sauna business in South Australia, offering authentic Finnish-inspired sauna experiences designed around ritual, nature, and community.

Valle Design Co was engaged to create a bespoke illustration-led graphic system designed to live across apparel, merchandise, social media, and digital touchpoints. Rather than relying on a single hero logo, the focus was on developing a flexible visual language that could adapt seamlessly across platforms and products.

Drawing on symbolism, folk-inspired motifs, and a warm, earthy palette anchored by black, the final system seamlessly blends elements of sun, moon, water, and nature to reflect ritual, community, and seasonal living. The result is a soulful, adaptable brand toolkit that feels authentic, human, and quietly bold, inviting people to slow down, connect, and immerse themselves in the sauna experience.

A person squatting wearing a white t-shirt with a graphic and the text "The Salty Finn," navy pants, and beige sneakers, against a white brick wall background.

CUSTOM ILLUSTRATION

BRAND GRAPHICS

MERCH DESIGN

Two young women with their hair styled in high buns, both wearing white T-shirts with black graphics on a blue background. The woman on the front faces forward with a calm expression, while the woman on the back is turned away showing the back of her T-shirt with various black illustrations and text.
Person wearing light green pants and a green jacket holding a white tote bag with black icons and text, against a clear blue sky.