Project Overview
Nordic Hideouts is an automated newsletter that brings the best of Nordic cabin, sauna, and slow living culture straight to your inbox. It highlights inspiring hideouts, sustainable design, and off-grid living ideas — helping readers reconnect with nature and discover local makers without endless searching.
The Problem Statement
Finding cozy cabins and saunas for modern explorers is scattered and time-consuming. People seek connection to nature, but don’t know where to start.
Opportunity
Nordic Hideouts fills the gap by curating cabins and saunas that embody the Nordic way of life — sustainable, minimal, and deeply connected to nature. It serves as a trusted source for modern explorers and design-conscious readers who crave calm and inspiration.
Project Goals
Curate and share high-quality stories, cabins, and saunas that inspire slow and sustainable living.
Build a fully automated newsletter that connects readers to the best of Nordic nature, design, and lifestyle.
Develop a loyal audience of modern explorers who value simplicity, wellbeing, and authenticity.
Market Research
To come up with solutions, I wanted to understand better the individuals interested in nature hideaways.
- Who are the primary target audiences within demographics seeking nature and wellness hideaways?
- What are the specific preferences and needs of individuals looking for breaks from constant connectivity?
- What categories and features are most important to the target market when choosing hideaway options?
Drawing insights from both online and offline discussions and researchs, I pinpointed the fundamental findings:
- People have become increasingly interested in nature and wellness tourism, as many would like to recharge and focus on their mental and physical health.
- Especially, millennials and generation Z with demanding jobs are looking for a break from constant connectivity and digital noise. The pressure to always be productive is losing its grip.
- Sustainability is integral to nature and wellness tourism, individuals prioritizing it in their holiday choices. A significant majority prefers eco-conscious lodging options.
- Escapers want to explore the great outdoors and enjoy various activities, from hiking to stargazing, before relaxing and sleeping in comfortable beds.
- The growing preference for staycations has unveiled a previously untapped market for upscale camping accommodations and experiences like glamping (glamorous camping).
- Couple glamping has been the most popular form in the Europe glamping market. The 2-person camping type will dominate the market in revenue and is expected to grow at the fastest in the next six years.
- In luxury outdoor experiences, cabins play a key role. In addition to them, the most popular categories are pods, bell tents, and domes. Outdoor saunas and specially wood-heated hot tubs are in-demand parts of glamping and wellness travel.
- Cabins located in beautiful natural surroundings provide an ideal escape promising a unique mix of comfort and adventure.
- The concept of off-grid living has gained significant momentum recently, offering a more sustainable lifestyle. Off-grid cabin operates independently of public utilities such as electricity, water, or sewage systems. Instead, it relies on renewable energy sources like solar panels, rainwater tanks, and composting toilets.
Google Trends
User personas
Bio
Aino and Jose, a couple in their mid-30s from Helsinki, find balance by escaping the city and spending time in nature. They value calm, design, and authentic experiences that help them slow down and recharge.
What they love:
Saunas, slow mornings, design-driven cabins, forest walks, and off-grid getaways that blend comfort with simplicity.
How they live:
Aino seeks wellness and inspiration in nature — she’s drawn to beautiful, cozy places worth sharing. Jose values digital detox, meaningful travel, and quality over quantity. Both want curated, trustworthy recommendations that make planning effortless.
Their challenge:
Busy lives, too many choices, not enough time. They crave calm — not more scrolling.
Why they subscribe Nordic Hideouts?
It delivers handpicked cabins, saunas, and stories that inspire their next nature escape — straight to their inbox, no noise, no overwhelm.
Branding
Nordic Hideouts is more than a newsletter — it’s a digital retreat for modern explorers. Through curated stories and visuals, it celebrates Nordic simplicity, sustainable living, and the timeless connection between people and nature.
Mission
To reconnect people with nature — one story, cabin, and sauna at a time.
Vision
To build the leading Nordic newsletter that inspires slow, sustainable living and helps people discover unique cabins, saunas, and hideouts that reflect the Nordic way of life.
Values
- Wellbeing: Nature restores balance. Nordic Hideouts exists to inspire mindful moments and promote a lifestyle that supports both mental and physical wellbeing.
- Freedom: Encouraging readers to escape digital overload and rediscover life beyond the noise — in nature, simplicity, and self-paced living.
- Disconnect: Our content is not made to keep you scrolling. Nordic Hideouts invites you to unplug, step outside, and reconnect with what really matters.
- Authenticity: Highlighting honest stories, real craftsmanship, and the raw beauty of the Nordic landscape — no filters, no noise, just nature.
Voice
- Warm and Inviting: Communicating in a friendly and approachable manner, making users feel welcomed.
- Nature-Inspired: Using language that reflects the beauty, tranquility, and authenticity of nature.
- Empathetic and Understanding: Speaking directly to the user personas and acknowledge their need to realize their dreams and follow their passion.
Visuals
- Nature-Centric Imagery: Showcasing stunning visuals of Nordic forests, cabins, and serene landscapes.
- Earthy Tones: Using colors like greens and greys to evoke the natural landscape.
- Modern Simplicity: Choosing clean, sans-serif fonts that represent modern design principles, ensuring readability across digital platforms.
Unique Value Proposition
Nordic Hideouts isn’t just another newsletter — it’s a curated escape into Nordic calm. We share stories, cabins, and saunas that inspire a slower pace of life, helping readers reconnect with nature and themselves.
Each edition brings you closer to the essence of Nordic living — simple design, mindful moments, and the freedom to disconnect.
Heading:
Nature hideaways
Subheading:
Find your quiet place
Summary
Nordic Hideouts is a newsletter celebrating the Nordic way of slowing down, reconnecting with nature, and finding balance in simplicity.
In a world overwhelmed by noise and digital overload, Nordic Hideouts offers a quiet space — a handpicked selection of cabins, saunas, and stories that inspire mindful living and time spent outdoors.
Born from the growing demand for nature and wellness escapes, especially among millennials and Gen Z, Nordic Hideouts helps readers rediscover the benefits of disconnection, calm, and authentic experiences in nature.
Each edition explores new hideouts, sustainable design, and the art of Nordic wellbeing — inspiring you to breathe deeper, live slower, and spend more time surrounded by nature.
