Beautiful Yoga

Brand identity strategy & design

Directly on the Amstel river in central Amsterdam is an independent yoga studio: Beautiful Yoga. They were looking for a meaningful brand identity that could reflect their values to their customers. Together we came up with an identity inspired by the founder (Tara Chirimar)'s Indian heritage. The vivid red shade is often found in Indian textiles, along with golden embroidered details. To contrast with local competitor yoga studios who mostly use blue and green color palettes, we chose a warm palette introducing earthy tones. Tara reminisced about how her father would paint using a dotted technique, so we incorporated that in the logo symbol and among other visual materials. We devised a full branding plan along with a strong identity, social media strategy, website redesign, photography and video productions.

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