Ojas Yoga Studio
To create a brand that represented her mission and connected with the clients she wanted to focus on.
Visual Branding, Style Design.
Mysterious. Deep. Cool.
“Ojas: One of the three vital essences that together promote and sustain our physical vitality, mental clarity, and overall health. The three vital essences—prana, tejas, and ojas—are the positive forms of vata, pitta, and kapha doshas, respectively.” – Yoga International
In Ayurveda, the properties of ojas are wet, solid, cool, and light.
We wanted to communicate women focusing on the ojas they have and the potential to build it.
This brand leans more symbolic and esoteric. When I created this I was wanting to embody the sun and moon, which hold each other in perfect balance. I put emphasis on the waning crescent, the moon phase right before the new moon when new beginnings start since the women you’re trying to reach are on the cusp of that new beginning.
The lines and dots around the O are symbolic of the dandelion and dew drops. It also makes me think of that crescent pulling in rich drops of ojas toward itself through the rays/lines.