Creative Designer
LAGOS
A joyful, inclusive identity for a Singapore yoga studio built on one promise: yoga for everybody and every body.
category
Branding
type
Brand Identity, Merchandise & Social Design
Deliverable
Logo, Identity, Merchandise, Social Ads
Yoga Gogo is a new yoga studio in Singapore built around one promise: yoga for everybody and every body. Where most studios lean cool, intimidating and a little exclusive, Yoga Gogo wanted the opposite, a warm, joyful, judgment-free space where giving it a go matters more than nailing the perfect pose.
I built the identity around that feeling, then carried it into merchandise and a run of social ads to launch it.
Loud, warm and nothing like a yoga studio
A bold, retro identity that throws out the lotus-and-mandala cliche.
The brief was clear: skip everything that makes yoga branding blend together. No lotus, no mandalas, no thin minimalist lines. So I went the other way, bold, graphic and a little retro, with a rounded poster-style logotype that nods to 70s and 80s art, and a palette pulled from South American warmth: teal, yellow and a soft pink. The wordmark is friendly and playful on purpose, because the whole point is to feel approachable, not perfect.
From there I built it into a system that could live anywhere: the shop sign, posters, a billboard, mats, caps, beanies and stickers, then a run of CTA-driven ads for Instagram and Facebook to actually bring people through the door.
A studio that feels like an invitation
The result is a brand that looks nothing like its competitors and says what it stands for before you read a word. It stretches from a shop sign to a yoga mat to a phone screen without losing its warmth, and the social ads give it a direct, friendly way to turn curiosity into a first class booked.
It is built to do the one thing the studio cares about most: make people feel welcome enough to just give it a go.
Designing joy on purpose
This one was a good reminder that standing out is a strategy, not a risk. The easy move would have been another calm, minimal yoga brand. Going loud and warm instead is exactly what makes Yoga Gogo feel like itself.
Designing something whose whole job is to make people feel less judged pushed me to lead with emotion first and let the craft serve it, which is how I try to approach every brand now.
