Can a brand be fierce yet graceful?
What we did
Yoga is not just for the young and fit. Yoga is for everyone. Regardless of Age or ability, Fierce Grace inspires you to do all you can without judgement and pressure. With their new brand, we helped them challenge yoga’s Zen etheric perception.
There are many types of yoga systems, from Ashtanga to Lyengar, but not many have a strong market presence as a ‘brand’. Fierce Grace is a new powerful system led by a respected yoga teacher with four great studios in London. They needed a brand that embodies the Fierce Grace values – unpretentious, real, and welcoming to everyone.
A new kind of yoga
We were careful to create the feeling of a different yoga brand – without all the mock spiritual head bowing, meditation and chanting. Fierce Grace is authentic, the real thing, so we needed to develop an identity that stands outside the category.
Live life with Fierce Grace
Fierce Grace is a location to practice yoga. It’s also a new unique style of yoga. But above all, it’s a matra, a mindset, a way of life. Leave your ego at the door.
Our tone of voice is warm and welcoming. It helps to create a brand that everyone can recognise an aspect of themselves within. Effortlessly relatable.
Michele Pernetta is the highly regarded yoga expert behind Fierce Grace’s creation. He was fascinated by yoga’s ability “to balance strength, which is the masculine element (Fierce) with flexibility, the feminine element (Grace)”. This idea became the foundation for our design.
Our logo captures the dual nature of yoga, bringing together the lion to represent Fierce and the swan to represent Grace. And our posters use bold, contemporary photography and delicate typography to portray the balance between strength and flexibility that lies at the heart of Fierce Grace.