It could be an advertisement for Nordic happiness: children splashing, swimmers cutting through the water, steam rising from sauna bathers, diners watching the Baltic sunset, all in the heart of Helsinki’s busy waterfront. But this is no commercial. It’s Allas Pool, a beloved destination for swimming, relaxation, and gathering.

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True to the Nordic spirit of equality and inclusion, Allas combines seawater swimming, sauna, dining, and live events in one architecturally striking waterfront destination.

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Having become a Helsinki landmark, Allas is now expanding its vision to cities across Europe and beyond.

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With a brand deeply rooted in Helsinki’s harbour, its identity couldn’t simply be transplanted elsewhere.

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BOND reimagined the brand for new locations and audiences, refreshing everything from the name and storytelling to the visual identity into a flexible system that remains true to Allas’ Nordic roots.

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The new brand is built on a simple insight: city dwellers crave moments of calm, connection, and joy, and water is the catalyst.

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From this came the brand idea: Water Your Soul. It expresses a universal desire for wellness and renewal while connecting every part of the Allas experience, from pools and saunas to food, drink, and live events.

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To support international growth, the name evolved from Allas Sea Pool to Allas Pool, a subtle change that works equally well by the sea, a river, or a lake while preserving its Nordic heritage.

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The visual identity centers on a wordmark inspired by water droplets, creating a fluid, adaptable system unified by a blue-toned palette that reflects the essence of water.