Branding, identity design, course design, web design
Emmie Rae is a relaxation yoga teacher and human design consultant. She teaches people how to rest, relax and tune in to a state of rejuvenation by connecting back to the body and their true nature.
Typically, people opt for dynamic yoga classes or intense cardio sessions to destress after a long day at the office. However, the thing their body really needs is rest. Relaxation yoga, yoga nidra or yin yoga is often has a perception of being yoga’s sleepy, boring cousin.
The challenge was to create a brand that could shift daily conversations towards a worship of the power of deep rest and slow living - and a love for relaxation yoga.
We needed to position Emmie Rae's brand as approachable, bold, innovative, gently rebellious and aspirational. ]We selected warm, earthy tones, deep plums and textures communicate the feeling of being nurtured and grounded, providing an escape from the hustle of the city.
This was paired with a bold, strong yet friendly typeface paired and spacious layouts to cultivate a sense of contemporary minimalism, ease and relaxation.
