Yogi Caleb is a new approach to teaching yoga, focusing as much on the spiritual as well as the physical. After a few months in India learning Sattwa Yoga, Caleb wanted to return to London to set up yoga classes and asked for a fresh exciting brand.
He liked the idea of showing the yoga poses but not in the cliched silhouette yoga poses often used in logos. So I took the flexibility of the body as inspiration for creating a bespoke typeface for the brand. I also used influences from vintage Indian signage and advertising for the logo. With a fresh colour palette it achieved exactly what the client was looking for.