Meeting YogaBen was one of those chance encounters over a coffee at the Glove Factory Studios. An overheard conversation led to a connection which flowed into a discussion about how to reposition his brand.
So, we arranged to meet again to focus fully on his story and to define what was missing.
It became clear that Ben needed to readdress the balance of his emotional and rational approach to yoga and reflect this in his brand. He was at that point which we’ve seen in so many new businesses where they realise that there is a slight disconnect between who they are and how they communicate themselves.
We started by adding a human element to the logo with stylised handwritten typography. This was drawn to evoke the flow and fluidity of Ben’s yoga style and was completed with a ginger dot to personalise the mark.
The addition of an abbreviated icon allowed Ben to extend his brand to merchandise and social media.
Photography was aligned to mirror the openness and freedom the new brand represented. In every communication it was important to make sure a balance of strength and vulnerability was maintained.
YogaBen has now ventured into online tutorials with the addition of YogaBen TV and is also celebrating its 10th year with a bespoke logo.