Branding and logo design

And Exhale

And Exhale is more than a yoga brand. They provide services to mums, mums to be and/or their children creating a space that they can connect to themselves. It was important that the brand had a calm, reflective side but didn’t suggest submissiveness or woo-woo.

Tracy mixes spirituality and science in her practices – she has a Neuroscience background and often helps those who have experienced trauma through their experiences. She wanted to avoid any predictable symbols and colours often used by other yoga brands.

I created a brand that is bright and welcoming at the same time as being well as soft and compassionate. It has a safe, supportive and harmonious feel.

Deliverables

Branding and logo design
Brand Guidelines
Custom drawn brand pattern

Goals

Create a new brand identity and custom logo for And Exhale.
Develop And Exhale’s brand personality, keywords and attributes
Provide style guidance for tone-of-voice and photography
Create a bespoke brand pattern
Design a website look-and-feel guide allowing Tracy to apply her new branding to their website.
Create comprehensive brand style guidelines giving Tracy the resources to use their new branding confidently, effectively and consistently