Amarinta Yoga Studio is dreamt up to create a safe space for beginners in the practice. It takes its name to mean prayer and protection. The branding was created around the idea that yoga adjusts to whatever pace you're at, which aims to make newbies feel accepted, confident, and free.
To address this, Amarinta needed to take away the pressure of trying something new and instead make them feel confident & comfortable - which we brought to life by creating an atmosphere around the brand akin to stepping into one’s own home.
Yoga studios sometimes appear intimidating to beginners. They fear that they’ll be judged if they’re not flexible enough or don’t create the right shapes. This means that there is less opportunity for growth because there won’t be new customers signing up for classes.
At Amarinta, the focus is on speaking directly to beginners with a tone that is gentle, encouraging, and relatable. The brand’s messaging avoids technical jargon or overly aspirational imagery, instead opting for language that reassures and inspires. The tone is conversational, like a trusted friend inviting you to try something new without pressure or judgment.
The logo design plays into this approachable tone. Rounded edges suggest openness to the practice and of the body.
Inspired by the cat-cow pose, the stylized "A"'s features unique crossbars, representing the diversity of experiences and levels among beginners. This subtle detail reinforces the idea that every individual’s yoga journey is valid and worth celebrating.
The submark is a visual representation of the studio’s name, “Amarinta,” which means “prayer and protection.” To embody this, we created a symbolic safe house using the letters of the brand name. This emblem reflects the studio’s role as a protective and nurturing space where beginners can feel supported as they explore yoga.
Every design choice for Amarinta was intentional in ensuring that the brand feels approachable and beginner-focused. The tone of voice—gentle, supportive, and uplifting—aligns perfectly with the studio’s mission to make yoga less intimidating and more enjoyable.
Through its inviting visuals and empowering messaging, Amarinta Yoga Studio is positioned as the go-to space for anyone ready to explore yoga for the first time.
