WARNING
Relaxation yoga is not boring.
For busy go-getters who need to chill.
CLIENT
Emmie Rae
SCOPE
Branding, identity design, web design
LOCATION
Sydney, Australia
THE BRIEF
Emmie Rae is a relaxation yoga teacher. She teaches people how to rest, relax and tune in to a state of rejuvenation by connecting back to the body.
Busy, urban yogis often choose a dynamic ashtanga flow even though the thing that their body really needs is rest. Relaxation yoga, yoga nidra or yin yoga is often seen as yoga’s sleepy, boring cousin. Our challenge was to build a brand that could shift this positioning for relaxation yoga towards something that is modern, striking and warm.
BRANDING & STRATEGY
Warm, earthy tones, deep plums and textures communicate the feeling of being nurtured and grounded, offering an escape from the hustle of the city.
We paired this palette with bold, friendly fonts paired and spacious layouts to cultivate a sense of contemporary minimalism.
The logo is composed of a word mark with a "relaxed" e to relate it back to the core idea of ease, rest, relaxation, yoga.
FURTHER APPLICATION OF THE BRAND
We also applied the brand to Club Rest, an online and in person course for relaxation yoga.
Club Rest takes on the same typographic treatment and colour palette as the Emmie Rae brand with a focus on digital applications (website, social content).
