Fauna: Wellness that doesn’t whisper

Fauna arrived as a sauna company ready to disrupt the wellness industry, but they had a problem: no brand to take them there. Without it they couldn't pitch investors or secure planning permission.

I started with competitor maps, qualitative research and stakeholder workshops. The insight was simple but powerful: your body already knows how to heal you. Real wellness is about creating space for beta-endorphins and hormones to get to work. It’s a visceral process. Uncomfortable. Instinctual. Animal. From there, I developed their positioning: 'Wild Awake'.

Through campaign headlines, social and website copy, I built a world the designers could run with. With a complete brand in hand, Fauna secured both investor backing and planning permission—taking their idea from fantasy to reality.