I developed a visual identity for the company, which included updating their website and designing both digital and printed graphics for use in social media and marketing materials. While working with a new and local Swedish studio, their brand positioning and market growth improved.
Asanas are body postures (physical practices) in yoga, similar to how letters are blocks of language. Hot yoga is a more intense form of yoga due to the heated environment in which it is practised. This was the reason to use geometric forms of yoga poses to show it in a simple way so as not to intimidate beginners. The blur effect shows the hot space, heat, and sweat of the body. To create an instantly recognizable and more modern visual identity system, the lotus icon was consciously not used.
Warm tones, colours, and natural light were chosen to break down barriers and create a quiet, warm, welcoming space that does not distract from practice, body, and concentration. The naming encompasses the idea of a big yoga family with community support, mentors, and teachers.
