My project combines a yoga studio and an emotional recovery centre for dogs. Here you can not only visit different types of yoga, but also you can consult with the best psychologists, buy unique merch and simply rest from all of the doggo’s duty. In addition, you can visit a buffet and a super comfortable chill area where you can relax after intensive yoga class.

The goal of the studio is to introduce guests to the culture of yoga practice and meditation to help our audience cope with everyday stress and aggression problems by organizing various lectures and workshops on the topic of awareness and personal growth. Also, it’s a safe space where all dogs can feel free and not be afraid to be misunderstood. Our motto is «yoga for dogs only» which means that within the walls of the studio all doggos are special and treated right. When they come to us it’s time to focus on themselves only.

The identity is based on total simplicity because in yoga you need to keep things simple, make everything easy and don’t overthink. General colours are black, white and a little bit of beige, because dogs see the world black and white (and beige would be seen as a light grey which adds a variability). The main characters in branding are little simple-shaped dogs. They are plastic and focused, captured in process of doing different types of asanas. The main font is Arial black and plain Arial which are bold and simple as well.

The idea of such a branding concept is to bring to the audience the concept of simplicity of being. When you do yoga, you don’t need to think much. You should concentrate on your body and its state. All of that I tried to reflect on my project.