BATHHOUSE
‘A MODERN-DAY SWEAT HOUSE’
IDENTITY
From the idea that “warm the body, warm the heart and soul,” we drew on a cross-cultural heritage - Turkish, Scandinavian, Russian and Japanese bath traditions - to craft a visual identity rooted in ritual, community and renewal. The logo and system merge typographic symbolism, elemental forms and the raw energy of New York.
The identity was built around four core pillars of experience - comfort, transformation, relief and healing — and the deeper sense of communion found in traditional bath culture. We designed a flexible identity that spans signage, print, digital, and wayfinding, inviting guests into a space that feels both elemental and contemporary.
The outcome is an immersive brand world that reflects Bathhouse’s dual promise: a place of personal reset and collective belonging.