Big Yoga

The goal was to create a strong, inclusive brand identity that resonates with BIPOC and urban professionals aged 25-40 focused on personal growth and wellness. It celebrates empowerment and transformation through yoga, encouraging participants to reconnect with their inner selves and cultural roots. The brand reflects Big Yoga’s commitment to cultural inclusivity and diversity, fostering a community where everyone feels seen and heard.

Herban Haus developed a comprehensive brand identity and messaging framework for Big Yoga. This included:

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1. Logo and Visual Identity: A bold logo with an eye symbol representing awareness and inner fire, paired with vibrant colors that signify energy, serenity, and wisdom. The red eye symbolizes empowerment and focus, while soft pinks evoke approachability.
2. Culturally Fluent Messaging: A voice rooted in truth-telling and inclusivity, highlighting Big Yoga’s focus on self-awareness, empowerment, and representation for the BIPOC community. We focused on using language that celebrates cultural heritage and community strength, and reframed yoga as a tool for personal and collective liberation.
3. Brand Guidelines: A detailed set of guidelines ensuring visual and verbal consistency across all platforms. These included the use of vibrant, culturally relevant imagery and typography that speaks to the brand’s modern, yet rooted, ethos.
4. Limited-Time Offer (LTO) Collection: The B.I.G. (Brown Inner Guidance) collection, showcasing the strength and beauty of the POC community with vibrant neon colors and a brown iris at the heart of the logo. This collection aimed to make an impactful cultural statement while celebrating the unique needs of POC communities in yoga.

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