The ASTEYA Yoga Apparel branding design project showcases the ability to create a cohesive brand image inspired by yoga postures and incorporating fluid elements for a feminine touch. The brand's goal of inspiring more people to practice yoga is reflected in the design, with clothing being the driving force behind the movement.

The brand story of Asteya, meaning "not stealing", is incorporated into the design, with a focus on a positive attitude towards daily life. The brand offers yoga wear, home products, and personal care items, allowing customers to bring the yoga vibe into their everyday lives.

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The logo was designed to be simple and elegant, inspired by the Lotus Pose (Padmasana), a basic and important yoga posture, combined with the sun. The font Avenir was carefully selected to match the minimalist, elegant, and harmonious vibe of the brand, and is used exclusively to emphasize its sensitivity.

This project showcases the ability to design a logo and brand identity that accurately reflects the brand's philosophy and goals. The focus on simplicity and elegance, combined with a strong understanding of the brand story, creates a cohesive and visually appealing brand image.

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Brand Guideline Book