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Brand Manual for Kaya Health Club

Year: 2019

Brand voice

Kaya differentiates itself as a holistic health club for physical and spiritual health. Other than yoga, the club offers pilates reforming classes and barre classes for a contemporary yet fitting style to enhance the overall meditative nature of the health club. Modern cardio classes and weights equipment allows its members to work on physical well-being as well. The entire health club aims to transcend its passion to health towards every member for better overall well-being within them.

The design of font "Flow"

The design of “flow” began with a recent encounter with yoga. Despite going to meditation and yoga classes previously, the encounter this time revitalised my whole perspective to yoga. The instructor emphasized the smoothness within yoga and the importance of it to keep calm against the real-life stress and hecticness.

Taking inspiration from yoga, “flow” was designed to embed the liquidity and inclusiveness from the meditative act. From previous knowledge of roundness in signifying femininity and inclusiveness, every character within “flow” uses the same shape for initial building block. Yoga poses were abstractly used within some of the alphabets, including downward dog pose for “A” and dancer pose for “Y”. With yoga’s emphasise on curves of human sculpture, “flow” was designed only as capital letters majorly for headings to better show off the curvature of “flow”.

One key example was the logo. By taking away the sans serif fonts and replacing with “flow” without changing the entire design of the logo, the logo was much more approachable and visually showing the inclusiveness and wellness of the health club.

In terms of brand unity, “flow” were also used in social media posts and their website. With yoga inspiring the font, why not placing the font with yoga? The curve of human sculpture ‘flows’ with the font for a unique yet cohesive message and graphic. Business cards were included as a part of the rebranding with “flow”. Bringing the minimalist design scheme up front, a wilder colour choice was chosen to stand out from other business cards while emphasizing the “A” within KAYA to make an impression with the brand and the undermined meaning. Taking the brand further, a string bag was included as a package not only to offer convenience for members of the club, but also to allow members taking the message from the meditation outside the club and remind them in real life.

The entire rebranding of KAYA with “flow” aimed more than bringing the brand with an updated look, but to use “flow” as the point of recognition for the brand that reminds the members of the club about their physical and spiritual health and, most importantly, KAYA as the place that they can resort to.

To view the full brand manual, click here.