Hot Yoga South
Branding and Marketing
Hot Yoga South is a Yoga Studio with locations in Brighton and Balham, London. They offer a range of well known yoga classes, but their 'hottest offer', so to speak, is their wildly popular Bikram Yoga that is practiced in a heated studio.
The brief was to create a new logo and brand for the business that would position them as a dynamic, wholistic, informal and approachable studio that is open to everyone, regardless of age, sex, ethnicity, size or ability. The owner wanted to use a warm, firey colour scheme and to incorporate a particular swirling graphic that they used in previous printed artwork.
The concept development process produced some interesting solutions incorporating a stylised fire icon into the name. Through the initial presentation, the client felt one of the options had potential and liked the use of the 'Y', but was keen to see a figure incorporated somehow. This was just the prompt I needed and the final logo evolved from a yoga pose combined with a flame and a healthy heart to form a figure all 'fired up' in their flow. The client was delighted! The resulting brand guide grew from there and was used to produce a range of marketing materials and stationery.
