for vision-focused brand founders
packaging & brand design
Emmie Rae
Emmie Rae
Project info
client Background
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.
Credits & Collaborations
CLIENT:
Emmie Rae
Industry or location
Rest and relaxation yoga teacher
Project scope
Brand design, course design, web design
The art of deep relaxation and rest for busy go-getters who need to chill.
Objective and goals
People opt for dynamic yoga classes or intense cardio sessions to destress after a long day at the office. However, the thing their body needs is rest. Relaxation yoga, yoga nidra or yin yoga is often perceived as yoga’s sleepy, boring cousin.
The challenge was to create a brand that could shift daily conversations towards worship of the power of deep rest and slow living - and love for relaxation yoga.
The Design
Strategy and results
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 to communicate the feeling of being nurtured and grounded, providing an escape from the hustle of the city.
This was paired with a bold, solid yet friendly typeface paired and spacious layouts to cultivate a sense of contemporary minimalism, ease and relaxation.
Kind words
Jo created was a necessary and beautiful platform for my work to expand and grow that was worth every cent.
Emmie Rae
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Work with us
Jo ChunYan is a bespoke packaging & branding design studio for visionary founders and their brands.
We acknowledges the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation and pays respect to their Elders past, present and emerging.