Bast – Where there’s adventure, there’s bast

The Company

bast is an accessible sauna brand founded by three Luleå guys with a vision to make sauna possible for everyone.

Background

Our brief was to make bast the leading sauna brand in Europe. We needed to take bast from being a product-focused company into an emotionally driven brand. We set out to redefine the brand, and position them as something people long to be part of. 

The challenge was to build a strong brand awareness and to position them as a brand that could resonate with a broader audience in order to grow. We need to communicate, not only to today’s customers but in a way that can help bast become the leading sauna brand.

Bast is a sauna tent that is easy to use, does not need a permit, and is ready anywhere, anytime. We saw potential in broadening the target group and attracting new category buyers. From this came the concept: Where there’s adventure, there’s bast. A communication campaign that makes bast a natural part of everyone’s life regardless how you live it. 

Solution

Our solution was to build a brand new platform grounded in the insight- that the sauna is rarely the main act, it’s a ritual that follows something else. It’s where we reset, reflect and connect from all of life’s adventures. 

We identified the core in the brand and highlighted the vision, to make bast a natural part of every life’s adventure by redefining the meaning of a sauna. Bast needed to go from being a product selling company to a brand that sells the experience that bast offers. To do so we need to focus on brand building communication that resonates with a broader audience and puts bast in new different situations.  

The brand platform was the ground for the new visual identity including logo, brandbook and a redesigned website that aligned with the vision and focused more on brand building. We also developed a strategic PR and communication plan to raise awareness and position them as the leading operator for sauna tents in Europe.