Encourage Yoga
Encourage Yoga is a New York based yoga studio that was forced to transition from a physical location to an on-line only studio during the pandemic. Looking at the change as an opportunity for a fresh start, Morris Design was approached to create new branding to help celebrate the launch of its next chapter.
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The rebrand had to appeal to its core demographic of active, middle-aged women (50–70+), who may not be able to participate in athletically-oriented yoga, but still wanted to partake in gentler movement, breathing and rest practices.
The logo is comprised of a wordmark and icon pairing. The lowercase type of the wordmark is friendly and accessible, while the icon can be read as an abstract person meditating or doing a yoga pose. An infinity symbol is also used symbolizing balance and endless possibilities.
Encourage’s overall look and feel is simple and calming, with inspiration taken from nature. Minimal imagery and the blue and tan colour palette, reminiscent of water and sand, create a sense of quiet, stillness and meditation.
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Scope: Creative Direction, Branding, Brand Guidelines, Apparel and Merchandise
Client: Encourage Yoga
