Branding Yoga Studio(DOYOGA) based in Seoul
Nov 2023 - Feb 2024
Project Overview
"Experience letting go of your stress in a city that you hate the most, with work and all the stress that accompanies it, but at the same time you have to live with your hair on."
Overall branding of yoga brands that can feel urban and sporty moods at the same time
- Logo
- Brand Main Theme
- Main color
- website landing page
- Brand goods
Target audience
Women in their 20s-40s who work and live in the city
Problem statement
DOYOGA was generally based on rough ideas about the direction the brand wanted to go. From the mood and philosophy of the brand, specific branding of the logo, main colour, and brand begins.
It takes the image of nature-friendly, peace and well-being that yoga has, but at the same time, it wants to include an urban and modern atmosphere as the brand is launched in the city. In addition, the brand wants flexibility in branding that can be expanded into a lifestyle as a whole because it is open to expanding into product sales in the future.
The idea that the brand is currently starting with is somewhat abstract, so it must be transformed from abstract to real-world visually and tangibly designed. Expandability as a sports brand & lifestyle brand should be in mind.
My Contribution
Digital Designer
Tools
Adobe Photoshop, Adobe illustrator, Adobe Lightroom
Brand Story
We are a yoga studio based in Seoul. Try to love your city with us. Sometimes you can get stressed out and hurt from work. However, you live in a city at the same time. You feel like the city gives you only a negative vibe. It can hurt you and cause you trials, but leave all of them at DOYOGA. Throw away your negative energy inside. We will give you a sanctuary.
My Approaches
My focus words during the branding process are 'Sanctuary', and 'City'. The city can be seen as grey from the target users' perspective. The studio's philosophy comes down to taking care of their stress, so I focused on the brand giving an optimistic vibe-ish neon sign that shines into their grey city. So I chose a neon colour that contrast achromatic colours like black and white as kick colours. Also, the brand's logo has been created with what looks minimalistic but sporty at the same time, as the studio brand is open to expanding lifestyle-related products in the future.
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