Breathe & Bend
Breathe & Bend, founded by Chrissy Wright, offers inclusive yoga classes for anyone seeking to practice and enjoy yoga. The ethos of Breathe & Bend is rooted in the belief that yoga is for everyone, irrespective of age, size, or ability level. Chrissy is passionate about fostering a welcoming and diverse community, emphasising that you don't have to fit a certain mold to benefit from the practice of yoga.
The brand reflects this inclusivity, with Chrissy making a conscious effort to convey a sense of warmth and acceptance in the branding of Breathe & Bend. The goal was simple: to ensure that everyone, regardless of background, feels embraced and encouraged to embark on their yoga journey.
In response to Chrissy's desire to incorporate chakras while maintaining a soft and inviting brand, I chose pastel versions of the purple, blue and green chakras. Each hue signifies a different aspect – green for love and healing, blue for communication and purple for awareness. These colors not only add a gentle touch to the brand but also symbolise the elements essential for creating a safe space at Breathe & Bend.
Using Chrissy's stick-figure yoga plans as inspiration, I incorporated hand-drawn, diverse and playful stick people illustrations throughout the Breathe & Bend branding. This creative touch not only adds a personal flair but also reflects Chrissy's commitment to inclusivity, showcasing that yoga is for everyone, regardless of shape or size.
As Chrissy's sessions at Breathe & Bend evolve to incorporate therapeutic support, a shift from the initial concept, the beauty lies in the consistency of her mantra and values. Despite the shift, the brand remains robust and fitting because it was built on a deep understanding of Chrissy's business. This underscores the significance of truly getting to know a business before crafting their brand – a process that ensures resilience and relevance even as the business grows and transforms.