Branding the Movement: SWET and the Rise of Social Wellness
Brand Strategy
Brand Positioning
Visual Identity
Shopify Website Design
Creative Direction
Copywriting
Swag + Merch Design
What if the best connections aren’t made at bars or behind screens, but in a sauna, around a fire, after a plunge? From that spark of inspiration, a movement grew, one centered on contrast, presence, and real-life community. This is SWET.
We partnered with the founders to shape a brand that would feel like the heartbeat of this new way of gathering. Bold, grounded, and just a little rebellious, SWET stands for more than recovery. It’s a culture, s social shift, and a place where people come to feel alive, together.
SWET
CAPABILITIES
Brand Strategy
Brand Positioning
Visual Identity
Shopify Website Design
Creative Direction
Copywriting
Swag + Merch Design
SWET is the first-ever Airstream sauna and cold plunge experience, a mobile wellness concept built for the bold. Housed in a retrofitted 1967 Airstream, it brings the power of contrast therapy to streets, studios, and communities across the country. Designed for those who crave real connection and live life in motion, SWET turns recovery into a ritual, and wellness into something worth gathering for.
Inspired by the grit of vintage road trips and the ease of old-school connection, this brand brings people together the old school way: in person, through shared experience, no phones required. The design speaks in retro cues, but the energy is unmistakably modern. It’s wellness with an edge and a community that remembers what really matters.
Building a Brand That Moves People—Literally and Emotionally
We began by identifying SWET’s unique whitespace: extreme recovery meets Americana adventure. Our strategy leaned into emotional triggers—ritual, resilience, and camaraderie while carving out a bold, visual niche in the growing wellness space. The brand needed to feel as iconic as it was inviting, equal parts grit and grace. We positioned SWET as a lifestyle, not just a service, but a subculture.
OUR STRATEGIC APPROACH
The logo suite is timeless and adaptable, while the color palette—red, navy, electric blue, and vintage white—honors the extreme temperatures, patriotic roots, and energetic edge of the experience. From merchandise to trailer signage, every element was designed to feel collectible, iconic, and instantly recognizable.
We wanted the merch to feel like something you’d reach for even if you’d never stepped inside the sauna. It’s a uniform for the community SWET is building. From apparel to print, every piece was designed to carry the energy of the brand into real life. It's something that says recovery can be bold, wellness can be social, and cool doesn’t have to mean cold.
THE END RESULT
Building SWET with the Glo team has been one of the most creatively energizing experiences we’ve had. Kelly and Simone just got it—the vision, the vibe, the deeper mission behind what we’re creating. From brand strategy to visuals, every step felt aligned and elevated. They pushed us to think bigger, stay true to our story, and show up in a way that feels both bold and real. We’re beyond proud of what we’ve created together—and so pumped for what’s next.
Kristin Ehrgott
Founder, SWET USA
TESTIMONIAL
