AAHARA: YOGA STUDIO
New branding and unique suite of branded materials for a small yoga business 'with a difference', in Perth, WA.
The client had a unique vision for his business — a yoga centre that felt inclusive to both men and women. His desire was that the overall look-and-feel needed to represent strength, power, vitality and innovation, with a logo that was "unlike any other yoga brand out there".
Market research showed that most yoga brands play on the soft, peaceful, cultural references to the practice, such as lotus flowers in pastel colours. So as a point of difference, we created a dynamic, geometric logo that represented the '8 limbs' of yoga in a very different way, playing on the themes of the Fibonacci sequence in nature, and the Vitruvian man by Leonardo Da Vinci. The ever-changing 'exploded' versions of the logo give the brand a dynamic, energetic feel of movement, and the overall aesthetic is genderless, inclusive and powerful.