Brand Identity based on the feeling of calm
2021
Overview
A calm and fluid brand identity for a boutique massage concept rooted in Finnish nature.
Services
Identity Branding
Location
Zwolle
Client
Oikoa - together with Concrete
Credits
Wouter van de Sar Photography
Overview
For Oikoa Massage, a boutique massage concept, I developed the brand identity alongside the interior design during my time at Concrete Amsterdam, working closely with the identity and interior design team. The scope included naming, logo design, website and all printed materials — creating a cohesive brand experience across both physical and digital touchpoints. The challenge was to translate the essence of the treatment — relaxation, release and flow — into a visual identity that feels both refined and deeply calming.
The Idea
The concept is built around the idea of “liquid calm”. The name Oikoa, derived from the Finnish word for ‘smooth correction’, reflects the sensation of the body after treatment — untangled, light and almost fluid. This feeling is translated into a visual language centred around a soft oil drop form, combined with a minimal yet elegant typographic system. Bright white surfaces and pine green tones create a serene and natural base, while a secondary palette — inspired by Finnish elements such as ferns, aspen trees, cloudberries and bellflowers — adds subtle variation and depth. A fluid identity system that seamlessly connects space, brand and experience into one harmonious whole.
