This yoga rebrand embraces colour and joy

London – Love Supreme Projects, a yoga studio in West London, has enlisted the help of design firm Pentagram to develop a visual identity that captures the colour and joy of yoga practices. Straying from the wellness industry’s prevalent minimalist style, the identity aims to honour the spiritual origins of the yoga movement.

To create the brand identity, the design studio was given three fundamental pillars: joy, union, and roots. With this brief in mind, the firm developed a set of abstract symbols that reflect the journey from gazing inward to looking outward. The result is an identity that is more reminiscent of the hippie movement of the 1960s than the tasteful, mid-century modern yoga studios that have been gaining prominence across the world.

Bringing the yoga movement back to its spiritual origins, the identity references the visuals of the Psychedelic Wellness movement to capture the transcendent potential of mindful movement.