The challenge
Building a wellness brand with deeper connection.
Soma needed a wellness identity that could feel relevant to a modern audience while establishing a distinctive and meaningful presence. It had to communicate calm without feeling passive, premium without becoming exclusive and contemporary without losing its human character.
Yoga and Pilates needed to feel connected through one coherent identity while retaining their individual focus.
Our approach
A digital journey designed for lasting habits.
We began with the experience Soma wanted to create for every client: stepping away from external noise and returning to a more intentional state. The direction was shaped around serenity, balance and flow.
Soft organic forms, muted earthy tones and minimalist typography create a system that feels recognisably connected to wellness while remaining distinctively its own.
Brand Position
A brand built around connection.
Connection between mind, body and breath became the defining idea behind the identity. It shaped the system's forms, colours, spacing and voice.
The result communicates wellness as something integrated and personal rather than a temporary escape from everyday life.
Visual Identity
Balancing calm and energy.
Spacious layouts and restrained typography create calm, while organic forms suggest continuous movement. The identity feels peaceful without becoming static.
Its visual rhythm reflects Pilates, yoga and the controlled pattern of conscious breathing.
Verbal Identity
A grounded tone of voice.
The voice is supportive, clear and reassuring, avoiding unrealistic promises and overly complex wellness terminology. It focuses on how people want to feel: stronger, calmer, more balanced and more connected.
Messages remain concise and intentional across every studio touchpoint.
Brand Experience
Designed for the complete studio experience.
The system works from studio signage and class schedules through to social media, merchandise and digital communications. It creates a consistent experience before, during and after every session.
The identity gives Yoga and Pilates a unified place while allowing each practice and class to retain its own focus.
The connected impact
More momentum around member growth.
Soma now has an identity that reflects the feeling at the centre of its studio experience: calm, connected and designed to move with purpose.
The system provides a warm and flexible foundation for its physical studio, communications and growing community.
Overall results
Measured across the connected programme rather than isolated channel activity.
