If you’re a consumer scanning the aisles, you spend about 1.5 seconds on any given beverage.

And if you’re the brains behind a beverage that’s N/A, wellness, or both, you probably already felt the crowd around you. Alcohol consumption is down, alternatives are up, and the functional beverage industry is expecting to nearly double between 2022 and 2030.

With so many guests at the party, how do you get eyes to linger on you? That’s the question which came to Malley Design from Jeff Vondenkamp, the entrepreneur behind Sauna Water, a casual wellness beverage crafted for the salt, stress relief, and social connection that comes at 175 degrees. A successful partnership with Cedar & Stone Nordic Sauna, followed by a Star Tribune feature, led to 6 months of demand that was all ebb and no flow.

Jeff saw an opportunity to seize the moment.

“The way we’re wired is to be outside,” Jeff says. So no matter how many hours you spent burnt out behind your screen of choice, nature will always feel alluring.

With Sauna Water’s all-natural, often-foraged ingredients, nature felt like an art direction that was both obvious and smart. But instead of pine trees and smoke billowing out of saunas, Malley chose something subtler. Is it a body of water? Maybe. Light coming through a heap of steam? Buy a can or 12 and tell us what you think. Like sauna itself, it’s less something you understand and more an atmosphere you experience.

The colors double down on the vibes. Malley kept them grounded in colors you’d actually see in nature while turning the volume down on saturation. The can gets your attention, alright, but it doesn’t have to shout at you to do it.

The logotype is Scandinavian-influenced, with geometric serifs that are beautiful, but in a sound and useful way. Accompanying fonts introduce subtle curves that strike a balance between premium and organic, while giving it a more welcoming touch to pair with the stoic logotype.

Trying to get something to “look Minnesotan” can quickly collapse into old cliches, like the design equivalent of telling someone you’re from Minnesota, only for them to reward you with their best impression of Marge Gunderson from Fargo.

But the Minnesota vibe feels earned. Sauna Water is confident, but understated. Here for you, but relying on substance over flash. And happy to be in 68 degrees, but right at home in the extremes of hot and cold. Just like the people who hail from the state we’re proud to call home.

“We knew we needed a seasoned design team with experience creating elevated consumer brands. The team at Malley collaborated closely with us and exceeded our expectations, delivering a brand and packaging system that supported our market positioning, design standards, and aspirations.” — Jeff Vondenkamp, Founder of Sauna Water