Tréan Yoga studio was brought about in the rebranding of Athleta Waterford.

Through various workshop exercises with the client, we developed a strategy to help keep Tréans brand and tone of voice consistent.

In a market saturated with minimalist logotypes and Asian-inspired marks, we identified the traits that were uniquely marketable to Tréan:

• While not disregarding the holistic and therapeutic aspects of yoga, the classes focus on the physical aspect of yoga – our aim was to make the brand more approachable to athletes and sports people looking to augment and supplement their training. This lent itself to the idea of strength and resoluteness that we used at the core of the design. It also led us to dwell on the idea of a crest or badge, to create the idea of an act of training rather than therapy.
• Looking at the space in the market, there were no studios that marketed themselves as Irish-led. This is a key component of the clients identity, so we said it may be a unique trait to separate him further from his competitors. This opened up several avenues to us, trying to incorporate aspects of Irish culture without being pastiche.
• We also wanted to create a brand that appeared calming, and softly spoken, setting people at ease before they even walked in the door.