How BOND transformed local Helsinki icon Allas Pool for global expansion

BOND faced an unusual challenge when Allas Pool approached them about expanding beyond its Helsinki origins. The seaside pool and wellness facility had become a local institution – the kind of place where children learn to swim, office workers sauna during lunch breaks, and tourists queue for sunset rooftop dinners overlooking the Baltic. The architecturally striking facility floats on the waves of Helsinki’s central harbour, combining seawater swimming, sauna, three restaurants and an outdoor music venue capable of hosting up to 2,000 people. Everyone in Helsinki already knew Allas. The problem was that everyone outside Helsinki didn’t. The facility’s identity was deeply tied to its harbour location. Even the name – Allas Sea Pool – anchored it specifically to the Baltic Sea. As the company prepared to open locations across Europe, this geographic specificity became a constraint rather than an asset. The brief was comprehensive: a new brand narrative including tone of voice and marketing messaging, a visual identity system for digital and print applications, workwear and merchandise, design guidelines for the MyAllas mobile app, and a new website. All of this needed to resonate with Allas’ existing Helsinki audience whilst remaining flexible enough to engage new markets. “It’s always challenging to redesign something that already works well,” notes Jesper Bange, BOND’s Chief Design Officer & Founder. The facility embodied Nordic values of equality and inclusion – a space where anyone could exercise, unwind and gather with friends and family. The task was to broaden this appeal without alienating local audiences or losing connection to that Nordic DNA. The solution emerged from a strategic insight during the early research phase. By shortening the name to simply Allas Pool, the brand could position water itself as the foundational element, rather than any specific body of water. This seemingly minor adjustment opened up possibilities for river, lake or seaside locations whilst maintaining the Nordic name recognition. The word ‘allas’ means pool in Finnish, creating an intuitive connection that honours the brand’s origins without limiting its future.