Nordic Löyly Rituals came to Blue Cheri with an idea and an initial product offering, but the brand world around it was still waiting to be defined.

We started at the foundations — clarifying the concept, audience, positioning and creative direction. Through that process, the original offering evolved significantly, creating a stronger foundation for the brand and the experience it wanted to bring to market.

From there, we built the creative world around it. Blue Cheri developed the strategy, moodboards, visual direction, content concepts and social approach, then carried that direction through to production — planning and directing photoshoots, creating the imagery and video content, and shaping the brand's launch presence across social.

The result is a calm, sensory world rooted in Finnish sauna culture, Nordic nature and the idea of turning an everyday sauna moment into a considered ritual.