Hot Yoga Newcastle
Brand Identity / Logo Design / Illustration / Copywriting & Tone of Voice
Hot Yoga Newcastle is an infrared heated yoga studio in the heart of Newcastle-upon Tyne, UK. Often seen as a more intense form of yoga due to the heated environment in which it is practised, hot yoga can be intimidating to newcomers and is often marketed at experienced practitioners and fitness junkies. Founder and teacher Victoria wanted to create a down-to-earth and approachable brand to coincide with the launch of her new studio, and to break down the barriers to create quite literally, a warm & welcoming space.
Using a play on Newcastle's Geordie dialect, all brand copywriting was intended to instantly connect with the local audience. Often considered to be one of the friendliest accents in the UK, with the word ‘pet’ being a term of endearment, we wanted to make hot yoga as friendly and accessible as possible. The central 10 point lotus shape of the logo represents the Solar Plexus chakra, and when balanced is believed to inspire strength, confidence & health; the perfect shape for a fitness studio. This was extended and used as a frame for photography for social media and brand communication to create an instantly recognisable visual identity system.
Location - Newcastle upon Tyne, UK
Category - Health & Fitness
