Project

We worked with the founder of a startup furniture company to build a brand around a product he’d developed after using yoga techniques to recover from a sports injury. It’s a luxuriously wide seat, with a loose fabric block instead of a backrest. This means you can sit in many different ways, bringing the ‘active sitting’ principles from yoga to a seat designed for use with a home-working desk. It’s disarmingly simple, but having borrowed it, we became avid fans.

 

It’s not a yoga product, but appeals to customers with an interest. We defined the name Yoma – from yoga + home – along with a simple descriptor and hero copy that championed the cause: that most work chairs aren’t helping our body’s health.

Insight

Bringing yoga to the desk with a hidden ‘om’

The logo reveals the universal ‘om’ chant from yoga practice and elevates it, with the typographic characters floating effortlessly upon a platform that rises up. This came out of a conversation about how the Yoma ‘brings the floor to the desk’. The hand-drawn lettering curves gently like a human body on the seat.

Website

Naming

Positioning

Brand identity

Art direction

Website design

Drive Obsessed

Headline

Building a brand for a yoga-inspired seat for the home

Design

We art directed the initial suite of product images, with the seat and cushion both ‘floating’ in a meditative state. And the brand is supported by rounded, comfy typography that reflects the logo, with key words rising up as highlights.

We art directed the initial suite of product images, with the seat and cushion both ‘floating’ in a meditative state. And the brand is supported by rounded, comfy typography that reflects the logo, with key words rising up as highlights.

They say

“The whole thing looks brilliant – I'm so excited, it's taken us up several levels”

Andrew Millar, Founder

We art directed the initial suite of product images, with the seat and cushion both ‘floating’ in a meditative state. And the brand is supported by rounded, comfy typography that reflects the logo, with key words rising up as highlights.

We art directed the initial suite of product images, with the seat and cushion both ‘floating’ in a meditative state. And the brand is supported by rounded, comfy typography that reflects the logo, with key words rising up as highlights.