The rhythmic, energetic sound of Hip-Hop fills the airwaves, and candlelight faintly illuminates the rooms. Not your typical yoga studio, but Y7 operates that way: modern and relevant. Its fresh take on traditional yoga features the music of Beyonce, Jay-Z and Fetty Wap, and instead of typical lighting and mirrors, Y7 studios are candlelit, encouraging yogis to focus on their own practice instead of the distractions that surround them.
Last year, my Transformation Design professor challenged me to rebrand a company. Because I am closely affiliated with Y7 and I believe in their mission, I chose to rebrand Y7 Studio. The visual identity I aimed for was one that reaffirms Y7’s status as a Hip-Hop, boutique, yoga studio and connects Y7 to a younger demographic without alienating their existing one.
I chose to introduce a vibrant green color into the brand’s identity to represent the studio’s strong energy. A grunge texture was also applied to the brand to reference its birthplace, Brooklyn, New York. Custom photography was taken to revitalize the brand’s image, making it more modern and relevant to the customer's needs.