Yoga Tribe
Brand identity for hot yoga studio in Sweden.
Asanas are a body posture (physical practices) in yoga like letters are blocks of the language. Hot yoga seems a more intense form of yoga due to the heated environment in which it is practiced. This was the reason to use geometric forms of yoga poses to show it in a simple way so as not to intimidating beginners. Blur effect shows hot space, hotness and sweatness of body. There isn't a lotus icon to create an instantly recognizable visual identity system.
Warm tones, colors and natural light chosen to break down the barriers to create quiet, warm, welcoming space that does not distract from practice, body & concentration. Naming encompasses the idea of a big yoga family with community support, mentors and teachers.
