Yogita
Naming & brand identity

Going ga-ga for yo-ga.

When a new start-up offering high-end educational yoga classes for mothers and babies approached Neon Brand Consultancy, they were determined not to blend into the soft-focus world of generic wellness branding. Their ambition was to create something intelligent, elegant and a little bit joyful — a brand that felt as good as it did good.

Our first task was naming. The result — Yogita — is a warm, memorable and lyrical name, combining “yoga” with a gentle nod to “maternity”. It perfectly reflects the brand’s holistic approach, supporting mothers, babies and partners through pregnancy, labour and postnatal recovery.

Visually, we developed a brand identity that feels elegant yet uplifting, avoiding clichés of pastel photography and lotus leaves. The logo’s flowing letterforms balance poise with playfulness, while the accompanying tone of voice brings charm and wit to the world of pre- and postnatal yoga.

The outcome is a brand that connects emotionally as well as aesthetically — positioning Yogita as a distinctive, premium name in maternal wellbeing.

Kind words…

“A wonderful and memorable name, just brilliant!

Our new Yogita brand identity is elegant and beautiful – and the language based ideas are both charming and witty. We could not have asked for more, it totally answered our brief! It all differentiates us from everyone else and importantly helps us to position ourselves as a more high end quality offering. Many, many thanks.”

JEN DE VERA
Founder & Director
Yogita, London

To find out more: [email protected] or call +44 (0)20 3289 1733 Share this: Email, LinkedIn, Facebook, Download PDF, follow us on Instagram or view our animations and movies on Vimeo

 

WELL BEING
Brand identity

GRAPHIS INTERNATIONAL
Logo design 2017
– GOLD

PROJECT SUMMARY
Art direction
Naming
Brand identity
Stationery
Promotional posters
Promotional apparel
Packaging
Website

Yogita brand mark.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity brand mark. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Yogita monogram detail.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity monogram. Going ga-ga for yo-ga. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Yogita posters and advertising.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity advertising and posters. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Yogita stationery.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity business cards. Going ga-ga for yo-ga. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Yogita website.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity website. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Yogita massage oils.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity massage oils. Going ga-ga for yo-ga. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Yogita promotional T-shirts.

By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity promotional kids T-shirts. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Yogita brand identity promotional T-shirts. We were briefed by a new start-up venture offering high end educational yoga classes for mothers and babies, and mothers-to-be. They asked us to name the new company and create a brand identity and visual language that would cut through the blandly generic mother-and-baby photography currently saturating the market. They wanted to communicate that this wasn’t “just another yoga class”, but an offering with childbirth education at its heart – through classes designed to support a mother, her baby and her partner, through pregnancy and beyond into labour, birth and postnatal recovery. But, at the same time, the company founders were keen to convey that yoga and learning can and should be fun. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

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