Yab Yum Yoga places a focus providing an energetic, uplifting environment to practice, without judgement. Their goal is practice, not perfection and their classes reflect this down to Earth approach. We worked with them to develop a new visual identity for their studio.
We began with discovery to understand the Yab Yum Yoga goals, brand, vision and difference within their market. We also wanted to understand their ideal customer and what would appeal to them.
Like many startups on a lean budget, Yab Yum Yoga had their original logo designed through Fiverr, but were never quite happy with the final result. After seeing success in their business model in the first 6 months, and with a new studio on the horizon, they decided it was time to refresh their look in aid of their goal to grow their business and attract new customers.
While they welcome all students, their classes are popular with women aged 20-35, so their visuals needed to appeal to their core customer base. Our challenge was striking a balance between styles, so that their modern logo didn’t come across cold and corporate, while still looking distinct from other yoga studios.
The logo is simple, modern and bold, so we incorporated the playfulness and energy their studio is known for through fun humanist typefaces and their imagery styles. We also incorporated a peach colour to soften the colour palette. We kept the iconography clean and simple with linear icons. With the visual identity finalised, we built out a comprehensive set of guidelines, including iconography, colours, typefaces and photography styles to help guide their future branded materials.