The brief: To define the brand strategy and create a full brand identity for a new yoga meetup group (including tone of voice, copywriting, social & launch comms).

The idea: Welcome to Stretchy. A community to stretch the mind, body, soul and social circles. A travelling social meetup to share the practice and love of yoga, followed by delicious free flowing coffee and good chats. 

The brand identity is bold, the personality and tone of voice made to be intentionally "un yoga". It's friendly, cheeky, humorous and welcoming to all. 

The logo mark is organic and dynamic. Seven additional "flow" lines represent the breath, waves, energy, fibres or simply the peaks and troughs of life. All imagery poses a different viewpoint or intentionally plays with scale and perspective, rather than just showing "stretchy people". 

The colour scheme combines both the chakras system (the 7 Yoga energy centres) and Chinese Philosophy (Yin and Yang) to create a harmonious and extensive palette. Actual good vibes only and every body welcome. 

Services: Creative Strategy, Naming, Brand Identity, Brand Guidelines, Tone of voice, Copywriting, Design & Art Direction, Launch comms.

Creative team: Myself – Creative Direction, Creative Strategy, Design.