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Mindful Branding for Spokiy.Space Yoga Studio by Duck Soup Branding Band

Mindful Branding for Spokiy.Space Yoga Studio by Duck Soup Branding Band

Спокій.Space is a community of people who want to know themselves better, understand their emotions, control their reactions, and be in harmony with themselves by using yoga and meditation practice. The word «cпокій» means tranquility, peace, calmness. Спокiй.Space has a double meaning: the state of mind and the physical space for meditation and yoga practices.

In the times of saturated content and information cloaked in a whirling world of noise, we all find solace and refuge in a quiet, serene space. That quiet space can be physical and also, most important, can be mental—the concept of Спокій.Space combines these two dimensions.

The corporate identity reflects the basic idea of the space of tranquility. The logo sign is a simple white rectangle – it is a universal image of absolute purity and emptiness («yet emptiness doesn’t mean “nothingness” or “energy-less”; it indicates a condition, or kizen, which will likely be filled with content in the future…application of white is able to create a forceful energy for communication», «White» by Kenya Hara). White is a metaphor for meditative practices aimed at calming the mind and achieving mindfulness. Calmness (spokiy) is the central concept that goes through all the projects – from brand identity to the yoga instructor’s voice timbre. Also, we have developed a series of slogans, illustrations, and brand identity items that help communicate a concept better.

The walls, as a universal advertising medium, are overflowing with content: advertising posters, scraps of ads, graffiti tags, etc. We have suggested an exciting guerilla marketing gimmick. You can glue a large white logo-shaped poster on top of all the information garbage to calm the excess flow of information. The wall will become calmer and at the same time will advertise Spokiy.Space studio. As one of the advertising campaign concepts, we proposed writing specific lines from cult songs about a meditative state of mind. For example, the famous opening line of the Tomorrow Never Knows by the Beatles.

 

CREDIT

  • Agency/Creative: Duck Soup Branding Band
  • Article Title: Mindful Branding for Spokiy.Space Yoga Studio by Duck Soup Branding Band
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: Ukraine
  • Market Region: Europe
  • Project Deliverables: Brand Advertising, Brand Guidelines, Brand Identity, Branding, Graphic Design, Illustration, Research / Insight, Tone of Voice
  • Industry: Health Care
  • Keywords: branding, logo, yoga, meditation, illustration

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