Saunum Australia

A product the industry hadn't seen before

Saunum is an Estonian luxury wellness technology company with a product that genuinely changes what a sauna can feel like. At the heart of every Saunum heater is a patented air-blending system that draws superheated steam from the ceiling, mixes it with cooler air from the floor, and returns it to the room as something softer, more even, and easier to breathe. One heater. Five distinct experiences. A product the industry hadn't seen before.

When a new distributor took on the Australian market, Saunum arrived with genuine global pedigree, a proven product, and a brand framework built on years of experience in markets where sauna is a way of life. What it needed was someone who understood how to make all of that land somewhere new, for an audience with its own relationship to wellness, its own sense of luxury, and its own reasons for spending at this level.
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Earning its place in a new market

At this price point, the brand arrives before the conversation does. The website someone finds at midnight, the collateral left behind after a demonstration, the social presence encountered long before any human contact happens, all of it either builds credibility or quietly undermines it. A brand with global pedigree still has to earn its place in a new market. Without the right foundations in place, even the best product can walk into a room looking like it hasn't quite arrived yet.
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Felt before it's understood

Every engagement at Studio Hakola runs through the Hygge Framework, a five step process that takes a brand from where it is to where it needs to be, built on honest foundations and expressed with consistency. For Saunum Australia, that meant taking a brand with genuine global pedigree and making sure every part of it was ready to perform in a new market, at the standard the product had already earned.

The global brand framework was strong. What it needed was translation. Australia has its own wellness culture, its own buying behaviour, and its own understanding of luxury. Adapting the audience thinking for this context, identifying who invests in premium wellness here, what earns their trust, and what makes a product at this price point feel like an obvious choice rather than a leap of faith, was the strategic work that made everything else land.

From there, the work moved across the full surface area of the brand. A content strategy and social presence that gave Saunum Australia a consistent, considered voice in a new market. A complete collateral suite, uniforms, signage, business cards, event decor, building signage, each piece held to the same standard as the product it represented. A website that brought it all together. Ambassador and partnership mapping to open the right doors with the right people. And testimonial production, including a dedicated film shoot, that put the experience itself on screen, because at this price point, the feeling has to be visible long before the decision is made.

A purpose-built mobile showroom carried a full Saunum unit across the country to expos, private events, and demonstrations. The product is one that has to be felt to be understood, and getting it in front of the right people, in the right spaces, was never just a logistics exercise. It was a deliberate brand decision that put Saunum in rooms where the right conversations could begin.

Alongside the market-facing work, early stage conceptual and packaging development for a new product line pointed toward the next chapter, extending the brand's existing aromatherapy capability into standalone wellness territory and signalling that Saunum Australia was thinking well beyond the immediate launch.
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Ready before the room was ready for it

Saunum Australia entered the market ready. Not promising to be something, not assembling credibility on the fly, but arriving with a brand presence that reflected the standard of the product it represented, across every touchpoint, from the first moment someone encountered it.

For a luxury product entering new territory, that is the foundation everything else is built on. The right conversations can only begin when the brand that precedes them is already doing its job.

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"Saunum already had global credibility. What we needed was someone who could take that and make it feel right for Australia. Not just translate it, but genuinely understand the market and build something that belonged here. Now when someone encounters the brand before they've experienced the product, they're already curious. That's exactly where we want them."‍

- Des Tan, Director, Saunum Australia