Birch paper, spruce ink.
A quiet, nature-led identity: the colors of a Wisconsin treeline at dusk, a soft serif with a warm hand, and drawings that look like they came off a builder's bench.
For partners, printers and sign-makers. Source files live in src/assets/img. Please don't redraw the emblem.
A badger, inside a barrel.
The ring is the end of a barrel sauna, forty-six staves banded together. The badger looks out from the warm side. Use the emblem with the wordmark wherever there's room, and on its own as a stamp or favicon.
- 01Clear spaceKeep a margin of at least one badger-ear width (about 1/8 of the emblem) on every side.
- 02Minimum size24 px on screen, 10 mm in print. Below that, use the app icon.
- 03NeverRecolor the badger's stripes, add a drop shadow, rotate, outline or place it on a busy photograph.
The treeline at dusk.
Mostly paper and ink. Ember is the fire in the stove: use it sparingly, for one thing per view.
Soft serif, steady sans.
Fraunces
Display and headings. Light weights (300–400), soft optical setting. Italic for the second half of a headline, the part you'd say more quietly.
Instrument Sans
Body copy, labels and buttons. Labels are set in small, widely tracked capitals. Technical notes use the system monospace.
Slow heat for long winters.
Lede paragraphs are relaxed and short, a sentence or two that you'd say out loud.
Drawn, not photographed.
Two modes: atmospheric landscapes at dusk, and precise line drawings in the manner of a builder's elevation. Photography, once we have it, should feel the same: low light, real weather, no models posing.
Warm, plain, a little dry.
We sound like a good neighbor who happens to build saunas: confident without selling, specific without jargon. Short sentences. Midwestern understatement.
We say
"One trailer, one crew, one day."
Not
"Experience our seamless, white-glove luxury installation journey."
We say
"Leave when your body tells you to."
Not
"Unlock elite recovery with science-backed thermal therapy."