Brew Yoga's founder, Jo Moloney, describes the Brew name as "suggesting something warm and comforting – but also a bit like 'witches brew'; the experience of a great yoga session being a blend created by all the participants in the room. A mixture. A melange!" To stand out from the crowd, we decided to steer clear of vague mysticism and embraced Jo's infectious enthusiasm.
We created a set of patterns based on traditional Indian fabrics, acknowledging the source of yoga's traditions. Their buzzing geometries found their way into all the visual branding: on Facebook ads, Mailchimp templates – even the logo itself. A visual link to the 'blended brew' idea at the core of Jo's practice.