After seeing and experiencing those dance classes and looking at the competitors that were in the same industry, we came to a conclusion that we wanted to inject a different side of yoga which was not traditionally seen. Most yoga places uses zen like personalities to drive their brand personalities, so we turned it around, and gave it a more energized version, playing off the Bollywood dancing which mixes fun and energy.

From there, I created there slogan, “health, harmony and fun.” We started to create their brand from the ground up, choosing different colors that represented energy. We also used that energy element in their secondary graphics, making their logos dance in rhythm.