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BAM Yoga Lifestyle is a small Hawthorne studio with big plans to expand, who needed a strong brand identity to take them to the next level. The … Read More
BAM Yoga Lifestyle is a small Hawthorne studio with big plans to expand, who needed a strong brand identity to take them to the next level. The studio currently offers personalised sessions, but plans to open a larger studio space in the near future offering larger classes in a range of yoga styles from high energy varieties like stand up paddleboard yoga to calming relaxation yoga. The company requested a brand which was bright, inspiring and down-to-earth and were keen to move away from the generic and corporate look often seen in yoga branding. APPROACH Emma was able to immerse herself in the business and experience their services first hand. She quickly identified the importance of representing the yin/yang balance of the business, and looked at creating a modern, outside the box representation while remaining authentic and true to the principles of the practice. Emma created the concept statement of 'Raw Energy' to center the brand development. 'Raw' represented nature, fluid movement, balance, and a down to earth feel. 'Energy' represented strength, inspiration, activity and adventure. Execution The raw energy concept was executed through bold colour, natural kraft texture, illustration and typography with texture and movement, including hand painted illustrations and a custom made logotype which has the harmony of interconnecting letterforms, the shapes and balance of yoga poses and a strong feeling of movement. SCOPE A brand package was created featuring the design of the logo, colour palette, typography and illustrations. From there business cards, a with compliments slip, vouchers and a brochure were designed and Emma organised the print production working with ColourChiefs. Read Less
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