Identity, Collaterals

Soona, moon in Otomí indigenous language.


Our aim was to design an identity that would stand out from the typical yoga studios. We wanted to make a nod to Otomí artisan heritage, by integrating some florals and animals into the mark and identity patterns. The symbol is the abstraction of a bunny in a meditative posture, nurtured by the moon, in a continuum cycle of peace and contentment. Typography is minimal with a slight reference to a crescent moon.


The pastel-coloured blue, mineral grey and white, create a calming effect, inspired by Ayurvedic practices.

Soona, a window into oneself discovery through yoga practice.

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