Saltrow, feed 1 of 5

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Saltrow

Harbor sauna and cold-water swim club

Steam pouring from the open door of a black timber sauna on a harbor pier at dawn
Year
2025
Scope
Identity, Feed system, Art direction, Launch shoot
Profile
@saltrow.club

Cold blue dawns with one warm thing in every frame.

The brief

Saltrow opened on a working pier with one wood-fired sauna and a ladder into the harbor. The founders were posting phone photos of steam, and they looked like every other sauna on the coast.

The idea

We gave the club one rule: every frame is blue-grey, with a single warm note of rust orange. A towel one day, the stove the next. The orange did the work before the wordmark existed.

The launch grid

Twelve posts, as they sat on the profile on day one. Scroll to step closer.

  1. Steam pouring from the open door of a black timber sauna on a harbor pier at dawn
  2. Typographic post: water 6 degrees, air 1 degree, sauna open from 06:30
  3. A rolled rust-orange towel and black sandals on frosted jetty boards
  4. A person in a rust-orange robe walking away along a jetty in fog
  5. Inside the sauna: a glowing wood stove, cedar benches and a window onto the harbor
  6. Saltrow wordmark on a rust waterline, its lower half shifted like the letters are under water
  7. A hand reddened by cold gripping the steel rail of a sea ladder
  8. Black harbor water with a thin broken skin of ice and steam
  9. Two swimmers wrapped in orange towels dangling their feet over dark water
  10. Typographic post: bring nothing, we have towels
  11. A frosted rope coiled on a rusted iron bollard
  12. A steel thermos and two enamel cups steaming on a timber bench

The system

Everything a staff member needs to post without us.

Color

  • Fog#C9D1D6
  • Harbor#1E2A33
  • Rust#B8532A
  • Bone#ECE9E2
Typeface
Archivo Expanded
Posting rhythm
Three posts a week, always before 08:00
Handle
@saltrow.club

Details

A rolled rust-orange towel and black sandals on frosted jetty boards
One warm note per frame. Here it is the towel; the sandals stay black on purpose.
A hand reddened by cold gripping the steel rail of a sea ladder
No faces. Members asked for that, and it makes every post feel like it could be you.
Typographic post: water 6 degrees, air 1 degree, sauna open from 06:30
Water and air temperature, posted at 06:30 by whoever opens the sauna.

What shipped

A wordmark and a tide-board type system, a launch shoot over three dawns, twelve launch posts, and templates the staff now shoot into on their own.

After launch

Whoever lights the stove posts the water temperature at 06:30. It’s the one post that’s gone up every morning since launch.