Freedom + Structure | Commune Yoga
BRAND IDENTITY | CREATIVE DIRECTION | WEBSITE | INSTAGRAM POSTS
Commune Yoga is built on the idea of modern yoga: how to apply yoga in A REAL LIFE SETTING - not when you’ re in the ricefields of Bali, but when you have a family, a job and everyday stresses. They define themselves as the “misfits” of yoga. How do we create a yoga brand that is rebellious yet built on the fundamentals of yoga?
PROBLEM:
Commune Yoga wanted a rebrand that felt BADASS and rebellious - something to represent that they are a “group of misfits doing yoga” - “we need a logo that will match against CJ’s neck tattoo”
Everything we tried to create is all over the place and last minute scrappy we need 1 set of guidelines to make everything up-leveled and cohesive
SOLUTION:
We gave them stamped effects, textures, mixed fonts but with STRUCTURE
Deep blacks and greens contrasting off-whites
The submark was craftly designed with their iconic snake with 7 eyes - one for each chakra
We gave them a folder with everything outlined and specific branding guidelines so they could take their brand and run with it - without feeling like they were starting from scratch every single time
The end result was freedom and structure - and not just visually, but from their end of being small-business owners