Project Overview
Hoyne were briefed to re-name and re-brand Yoga8, following an expansion in the size and capabilities of their studio. We created a new brand that truly reflected the space, Yogic philosophy, teachers and Yoga8’s intrinsic sense of community. Since re-launching Yoga8 have experienced record levels of attendance, which is still steadily increasing.
Project Commissioner
Project Creator
Team
Creative Director: Nichole Trionfi
Designer: Carrie Retallack
Account Manager: Jessica Githiomi
Project Brief
Yoga8 pride themselves on the authenticity of their ethos, the quality of their instructors and their innate sense of community. Having recently increased the size of their studio as well as the number, variety and style of classes on offer, they briefed Hoyne to create a new brand and name. These had to reflect their values and attitude to Yoga, as well as the evolution and expansion that the studio had recently undergone.
Project Innovation/Need
The eight limbs of yoga formed the inspiration for the name, drawing together the different disciplines that Yoga8 teaches and uniting them through this overarching set of principles. A set of icons were created to represent each limb, and acted as an additional brand asset, designed in a modern tattoo-like style.
The brand mark was clear, simple and clever. The black and white was strong and contemporary, but we then added the pink and burgundy to inject a hint of energy and heat, reflecting the fact that all classes at Yoga8 are heated. The brand’s tag line ‘heart-core happiness’ reflected the essence of the studio, which is slightly edgy as well as being friendly, authentic and inclusive.
Design Challenge
The challenge was creating a brand which spoke to all the varied disciplines of Yoga that are taught at the studio. This was overcome by finding a key element that underpinned them and could bring them together as a cohesive whole: the eight limbs of Yoga.
Effectiveness
Since rebranding, Yoga8 have had record levels of attendance, which are still increasing month by month. Yoga8 studio owner, Jamie Strathairn commented that the new brand has “been pretty transformative” to the business.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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