Asana
Cultivating Wellbeing
Panorama
After a long journey, Asana wants to bring order and align the brand with the new stage it is entering as a business.
Beyond the practice of yoga, over time they have incorporated a series of additional services that make their offering unique, such as Soma Therapy, Restorative Yoga, specialized workshops, and specific retreats.
Services
- Competitor analysis
- Positioning
- Tagline
- Voice tone
- Visual identity
- Brand system
- Brand applications
Challenge
To position Asana in a unique way at the local level, given the high level of competition, and to remain relevant in order to retain current clients while attracting a new audience aligned with the center's new phase.
Conclusion
After analyzing the competition and Asana’s area of operation, we decided to establish a new positioning and descriptor to help it stand out in a sea of rational and nearly identical positions.
We created a brand archetype to serve as a theoretical foundation for building the new brand. This archetype, born from the idealist + servant combination, is called the Inspirer. It envisions a better world and works alongside you to make it a reality, inspiring you to imagine new possibilities.
From this foundation, we developed a positioning reflected in a powerful and distinctive tagline: We Cultivate Well-Being. It speaks of putting our heart and wisdom into inspiring others to take sovereignty over their own well-being.
We complemented the positioning with a new descriptor based on the physical dimension of the center, which is located in a small wooden house: Yoga House to Cultivate Your Well-Being.
By combining both, we created a new brand framework that helps project Asana’s new stage.
Visual identity
The visual identity takes inspiration from Asana’s name and its most functional meaning, referring to each of the body postures aimed at influencing the body, mind, and energy.
After analyzing the competition, we decided that a symbol was not necessary to remain competitive, opting instead for a typographic approach.
The glyphs are derived from abstract representations of different asana postures, creating a sense of dynamism, flexibility, and fluidity that complements Asana’s more emotional positioning.
In terms of color, turquoise was chosen as the primary color, conveying peace, tranquility, communication, clarity, awareness, and enlightenment. As a complementary color, terracotta was used, adding meanings of earth, nature, optimism, vitality, comfort, and home.
For the brand system, we considered who would manage the brand and their capabilities. To facilitate this, we designed a rectangular window with rounded corners to visually showcase messages through suggestive images. This simple and functional structure supports Asana in this new stage.
