With Jivamukti Yoga at its core, the studio is at the heart of the community at Golborne Road. It offers an extensive programme combining music with yoga, dance classes and other community-led activities.
Contrasting with the stereotypical aesthetics of yoga brands, the new identity features a set of abstract symbols which represent the journey from turning inward to looking outward.
The typography is inspired by jazz album covers from the 50s and 60s, highlighting the strong connection with music which is also enhanced through the rhythmic text compositions that emphasize movement and freedom.
Created through experiments using ink drops and a lightbox, each of the vibrant symbols is unique and designed to bring a distinctive dimension to the brand.