THE ORIGIN
Monad - the Yoga Studio is an initiative taken by an architect turned Yoga professional to promote the ancient Indian art of Yoga. The meaning of the word ‘Monad’ is higher consciousness, helping people realize and be in harmony with their own self, thereby connecting them with their higher consciousness. Branding and a launch campaign was to be designed to reflect this concept of ‘Monad - the Yoga Studio’.
THE JOURNEY
An initial market research on the existing yoga studios in Chennai was conducted to analyze the positioning of ‘Monad’. The results of the research placed ‘Monad’ at an advantageous position. Within a market saturated with under-developed Yoga studio brands offering run-off-the-mill generalized yoga sessions, there was an opportunity to position ‘Monad’ as a yoga studio offering different types of yoga sessions at varying intensity levels suiting every individual.
A centralized concept of ‘Yoga being for everyone and that yoga should be customized for every individual based on their needs and goals’ was crafted to define the positioning of the brand within the market. Based on the positioning, the brand attributes were defined.
BRAND STYLE, COLOR PALETTE, AND ICON
Brand style profile of fluid, earthy, warmth was established to reflect the brand attributes that were defined through research. Fluid - customized to every individual’s needs and goals Earthy - being grounded to Earth Warmth - the emotion of connection to higher consciousness The color palette was framed to support the brand attributes and style.
The icon was inspired by the shapes of Halasana and Chakra-bandhasana combining them with a symbol of earth to denote grounding and connection to higher consciousness. The shapes of Halasana and Chakra-bandhasana were used as it is a channel to connect to the higher consciousness. The pattern was inspired by the human body and the energetic field. A fluid style was adapted for the pattern to support the brand style.
VISUAL AND TONE EXPRESSION
With a combination of psychedelic, transmutation noise abstracts and lifestyle images of people doing yoga (with focus on point of view shots where the face of the model is not visible) defining the visual expression based on the brand style, the tone of voice was also kept equally inspiring, warm and spiritual
