Smorgasbord
A Sydney design consultancy that loves to create good brand stories
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Designing a different kind of calm: Brew Yoga

We've all seen yoga branding. Lotuses; mandalas; vaguely eastern-themed illustrations that might put you in mind of a day spa or a Tibetan restaurant. But what lies beyond the graphic clichés?

 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.

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.

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 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.

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.

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