Yoga studio
Calu Yogui is a virtual yoga studio built around movement, presence, and adventure. The challenge was creating a visual identity that could feel intimate without being generic, and spiritual without falling into wellness clichés. The logo solves this in one gesture: yoga poses drawn as continuous line illustrations replace letters within the wordmark, so the practice lives inside the name itself. These figures — expressive, fluid, hand-drawn — became the core asset of the system, used across highlights, content templates, and brand touchpoints. The color palette spans seven tones drawn from nature: two purples, a dusty blue, sage green, deep terracotta, slate, and blush. Each color rotates across social content to create visual rhythm on the feed while keeping the system coherent.