Prana Yoga Branding

Prana Yoga is a 5 year old yoga studio. The new brand identity must convey the following image: friendly, organic, genuine, authentic, real, grounded, welcoming. Prana Yoga want to distinguished themselves from the trendy, fashion yoga classes that are popping out of the ground everywhere, with inexperienced teachers and students that are more looking for a fitness class than anything else. Prana Yoga is all about becoming real, and is seeking a customer base of student that want to improve themselves, and embrace the real meaning of Yoga.