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Building Valkinna: Designing a fitness brand around strength, belonging and community
When Stephanie came to us with the idea for Valkinna, she wasn't looking to create another fitness app…she was trying to solve a much bigger problem facing women.
• Maintaining a consistent fitness routine
• Building meaningful friendships as an adult
Many women, particularly those balancing careers, families,and busy schedules, can find traditional fitness environments intimidating or difficult to stick with. At the same time, opportunities to meet like-minded women and form genuine connections can become increasingly limited.
Stephanie's vision was simple but powerful:
Create a fitness platform where women could build physical confidence while forming lasting friendships with others in their local area.
The concept behind Valkinna was much bigger than fitness alone.
The brand needed to:
• Help women discover others nearby with similar goals
• Encourage accountability through community rather than competition (feeling empowering - not intimidating)
• Make fitness feel welcoming and accessible
• Reward progress in a meaningful way
• Create a strong sense of belonging from day one
• Scale from local communities into a global movement
Most importantly, the identity needed to support Valkinna's unique concept of helping women find and join local groups where they could train together, support one another, and build genuine friendships in their own timeframe.
The brand core
At the heart of Valkinna is the idea of the modern warrior. It was imperative that the brand feel strong but welcoming, as far cry from the male dominated fitness industries.
This became the foundation for both the brand and the product experience.
Rather than relying on points, streaks, or generic rewards,Stephanie introduced the concept of the Warrior Staff.
As women complete challenges and milestones, they earn ribbons which are tied to their staff, creating a visible record of their achievements and progress. This approach transforms fitness goals into something real and meaningful, giving women a physical symbol of how far they've come.
One of the most exciting parts of the project was helping Stephanie develop a community structure that encouraged women to find their people.
Instead of placing everyone into one large fitness community, Valkinna allows women to identify with smaller groups based on personality, motivation, and workout preferences.
Stephanie was inspired by Scandinavian culture and wanted the brand to feel deep rooted and ancestral without appropriating culture. Sowe drew inspiration from the materials of the landscape, styles and even the animalsto developed a unique brand with it’s own style and a series of distinct communities, each with its own identity, values, and energy.
For example we created:
Ideal for women who:
• Prefer variety over routine
• Love activities like cycling, yoga, dance, and trail running
• Feel motivated by freedom and self-expression
• Inspire others to move in their own way
Ideal for women who:
• Thrive on accountability
• Enjoy endurance-based activities
• Value teamwork and shared goals
• Naturally support and encourage others
Ideal for women who:
• Enjoy structured training programmes
• Value consistency and discipline
• Stay committed to long-term goals
• Lead through action rather than words
Alongside these communities, we developed a wider ecosystem of animal identities including:
• Wolf
• Raven
• Bear
• Rabbit
• Otter
• Boar
• Beaver
Each community gives women an immediate sense of belonging while creating opportunities to connect with others who share similar motivations and personalities.
We developed a visual identity that supported and strengthened the experience of the brand through the root inspiration. Stephanie was keen to include braids into the culture, by having women braid their hair inspired by the power and bravery of the shield maidens of the Viking era. This lead to a journey to intertwine the culture and the visual style in a way that respected the source inspiration.
The Warrior Knot
Inspired by traditional warrior plaits, the Valkinna Warrior Knot represents the connections formed through shared challenges and experiences. The intertwining strands symbolise friendship, support, and collective growth.
The X Mark
Derived from the Norse rune Gebo, the Valkinna X represents partnership and exchange. It acts as a visual reminder that progress is often built through the encouragement and accountability of others.
The Achievement Ribbons
The ribbons woven through the logo reference the ribbons earned throughout the Valkinna programme. They create a direct connection between the visual identity and the real-world experience of celebrating milestones and personal growth.
Hand crafted aesthetic
We emulated carved aesthetic techniques which echoed the way Nordic runes were historically etched into wood and stone, helping connect the brand's modern mission with its Scandinavian inspiration and immediately grounds the brand in an authentic and personal space.
Key elements include:
• Rune-inspired typography
• The Valkinna Warrior Knot
• Partnership symbolism through the Valkinna X
• Achievement ribbons woven into the logo
• Handcrafted linocut-style animal illustrations
• Natural materials and textures
Together, these elements create a visual world that feels strong, welcoming, and rich with meaning and depth and a feeling of being rooted to the earth and part of a larger ecosystem.
Stephanie was clear that she wanted the brand not to look 'typically girly' but feel like you are linked to something bigger. The colour palette instead combines earth inspired tones with vibrant hues inspired by the northern lights with darker, grounded tones drawn from Nordic landscapes.
The palette features:
• Teal
• Pink
• Purple
• Charcoal
• Dark wood tones
• Bronze accents
• Soft cream neutrals
Bronze was introduced as a subtle nod to Viking craftsmanship and metalwork, helping reinforce the heritage that inspired the brand. The result balances energy with warmth, creating a look that feels adventurous without becoming overwhelming.
What makes Valkinna particularly exciting is its potential beyond digital fitness.
The animal communities create opportunities for:
• Local meet-ups
• Group training sessions
• Community challenges
• Regional events
• International gatherings
As the brand grows, women can connect not only within their own communities but across the wider Valkinna movement, creating a global network built on shared experiences and support.
Valkinna is became more than a fitness brand, it's a platform designed to help women:
• Build confidence
• Develop healthier habits
• Form meaningful friendships
• Celebrate personal achievements
• Feel part of something bigger
By combining fitness, community, achievement, and storytelling, Valkinna transforms exercise from a solitary task into a shared adventure.
Sometimes the biggest challenge isn't finding the motivation to start…it's finding the right people to start with.
