Bliss Yoga
branding
case study
background
Bliss Yoga was founded at a Canwest Taekwondo Academy, aimed at complementing the martial arts. Bliss offers hatha yoga to new and existing martial arts students, providing gentle, post-workout stretches and a gentle fitness alternative.
Target audience
Bliss Yoga targets the 20-30 year old crowd who had left the study of martial arts at the school as well as new students looking for yoga options to complement their training. Fear of injury and not being able to work drove many of these students to seek less physical and aggressive fitness options.
strategy
The logo would have a multitude of applications from business cards and clothing to stickers for yoga mats. The goal was to capture the soothing, relaxing qualities of yoga in the brand. Some visual directions I explored were organic links to nature, Indian designs, and the yogic concept of “oneness” and harmony.
final brand
The final logo reflects the strength and energy of yoga. Dynamic upward motion of the flame is also reminiscent of the many yoga poses with hands pointed upwards. The main logo colour can be altered to others to highlight other key brand statements. Final deliverables included business cards, branded apparel and clothing tags.
