Virgin Active

Insight
Virgin Active is not trying to compete with niche boutique yoga studios, but instead make yoga more accessible in order to attract consumers who are interested in yoga but may not know where to start.

Brief
To cut through yoga jargon and help people access the benefits of yoga in a simple and credible way.

Solution
Yoga for Every Body concept invites all Virgin Active members to try yoga. It helps participants easily position themselves in any of three classes – Calm, Align and Strength, as they complement all bodies, lifestyles and fitness objectives.

The concept of movement and transformation is represented by the logo’s diagonal lines and overlapping sections of type and pattern. The different arrangements and colours of the logo also express the dynamism of yoga movements and capture the spirit of the three classes.

The styling, casting and poses of the models, and the art direction of the photography were carefully considered to showcase the differences in the three yoga classes. This creates an individual signature style and personality for each class.

Results
The design and branding for Yoga for every body makes yoga look and feel approachable and fun while building Virgin Active’s credibility.