Project description
In late 2022, Kok—one of Oslo’s leading floating sauna concepts—approached Mos to help refresh their strategy, communication, and visual identity. With a growing competitive landscape, the Kok team recognized the need to clearly define their position and carve out a distinct space in the market. The ambition was not to reinvent Kok, but to strengthen what already made the experience special and unmistakably theirs.
As lead designer on the project, my role was to translate the new communication concept, into a cohesive visual language, while evolving Kok’s existing and recognizable brand elements. At the heart of the new strategy is a simple but powerful idea: Kok as the pause every busy person needs. This pause became the guiding principle for the visual identity.
To visualize this idea, we drew inspiration from the act of taking a deep breath—an essential part of the sauna experience. Whether it’s the moment before entering cold water, breathing in steam to warm the body, or using breathwork to stay longer in the sea, breathing is central to the ritual. This concept was brought to life through animation, which became an integral element across both graphic applications and written communication.
Color played a crucial role in the brand’s evolution. The existing blue-and-white palette was expanded into a more natural and nuanced range, while still reflecting the contrasts inherent to the sauna experience. Starting from blue, we introduced colors inspired by nature—sea, earth, and seagrass—as well as the elemental sensations of the sauna: ice, fire, and steam. Together, the palette expresses both calm and intensity, stillness and energy.
Typography was also refined to support the new direction. Updating the sans serif to Lelo brought greater balance to the logo and reinforced the sense of serenity found throughout the identity. In addition, Numera was introduced as the primary typeface. This elegant serif elevates the overall expression and helps position Kok as more than an everyday activity—a place to slow down, disconnect, and simply be.
As lead designer on the project, my role was to translate the new communication concept, into a cohesive visual language, while evolving Kok’s existing and recognizable brand elements. At the heart of the new strategy is a simple but powerful idea: Kok as the pause every busy person needs. This pause became the guiding principle for the visual identity.
To visualize this idea, we drew inspiration from the act of taking a deep breath—an essential part of the sauna experience. Whether it’s the moment before entering cold water, breathing in steam to warm the body, or using breathwork to stay longer in the sea, breathing is central to the ritual. This concept was brought to life through animation, which became an integral element across both graphic applications and written communication.
Color played a crucial role in the brand’s evolution. The existing blue-and-white palette was expanded into a more natural and nuanced range, while still reflecting the contrasts inherent to the sauna experience. Starting from blue, we introduced colors inspired by nature—sea, earth, and seagrass—as well as the elemental sensations of the sauna: ice, fire, and steam. Together, the palette expresses both calm and intensity, stillness and energy.
Typography was also refined to support the new direction. Updating the sans serif to Lelo brought greater balance to the logo and reinforced the sense of serenity found throughout the identity. In addition, Numera was introduced as the primary typeface. This elegant serif elevates the overall expression and helps position Kok as more than an everyday activity—a place to slow down, disconnect, and simply be.
Credits
Haider Ahmad:
Motion
Anne Valeur:
Photographer