Allas Pool
A brand that will water your soul
Allas Pool
Contributions
Brand Narrative, Brand Identity, Digital Design, Motion Design
Industry
Hospitality, Real Estate
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It could be an advertisement for Nordic happiness: children splashing and laughing, colored caps swimming laps, steam wafting from sauna bathers emerging from the cold plunge, diners on the roof terrace watching the Baltic sunset—all in the midst of a busy urban waterfront. As idyllic as it seems, this is no commercial—it’s a beloved institution for swimming and relaxation, floating on the waves of Helsinki’s central harbour. It’s Allas Pool.
True to the Nordic spirit of equality and inclusion, Allas has built a space to exercise, unwind, and gather with friends and family, combining seawater swimming, sauna, dining, and an outdoor music venue in one architecturally striking facility.
With its flagship location established as a local landmark in Helsinki, Allas is now expanding its vision—sharing a new kind of urban waterfront experience with audiences across Europe and beyond.
Taking a local icon global. With a name, brand identity, and storytelling built around its location in Helsinki’s harbour, Allas’ success couldn’t simply be transplanted elsewhere.
BOND took on the challenge of reimagining the brand to accommodate diverse locations, new markets, and broader media formats. This meant refreshing every element—from the name and tone of voice to storytelling and visual identity—creating a flexible, consistent system for print, web, and mobile, all while staying grounded in Allas’ Nordic roots.
We crafted a distinctive animation style based on the movement of water that can be used across all digital touchpoints.
Photographs by Mona Salminen.
Water as the driving metaphor. The creative spark for the new brand emerged from a key insight: people in cities crave moments of calm, connection, and joy—and water is the natural enabler of these.
From this, we crafted a statement that encapsulates the brand’s spirit in three words: Water Your Soul. It’s a message that reinforces Nordic values while tapping into a universal desire for wellness, relaxation, and rejuvenation.
Crucially, the message works across every part of Allas’ offering: pool, sauna, food and beverage, and live events. Honest, approachable, and brimming with enthusiasm, this storytelling angle positions Allas as more than just a swimming pool, evoking the vitality and joy people feel in and around the water.
A name that works anywhere. To ensure the brand will travel well, we removed “Sea” from the name to make it Allas Pool.
It’s a subtle change that ensures it will resonate equally well in future locations—whether on a river, a lake, or the sea. The word Allas was retained for its name recognition and to honor the brand’s Nordic origins.
A visual system as fluid as water. To reinforce water as the brand’s core element, we designed a wordmark inspired by the organic form of water droplets.
This visual identity functions as an endlessly adaptable system—using water’s inherent fluidity to unify the brand messaging across multiple touchpoints and enable a steady stream of content as Allas expands. A blue-toned palette naturally ties the system together while evoking the essence of water.
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