Boise, Idaho, has a long-time yoga community. Yet with more yoga styles sprouting, some people don’t know where to go to for expert classes. WMH was tasked to create a brand that builds on its teachers’ expertise whilst being accessible to a broad audience.
Iyengar is a form of Hatha Yoga which requires close attention to anatomical details and the alignment of each posture or ‘asana’. Beautiful in its simplicity, we wanted an identity that reflects the yoga ‘poses’ themselves.
The contemporary identity is built around the body form and alignment of Iyengar in practice. The design echoes the required movement and flow of the body during the discipline. The colour palette comprises black for tradition, white for modernity and green from the Chakra colour wheel for balance and focus of the mind.