Sports
A soulful and fun way to work out together
CYCLA is a new-age concept boutique sports studio that celebrates community, wellness of the body and mind, and doing it together in the most fun way possible.
Doing a series of exercises during the brand workshop together, Studio VEH arrived at key values and a strong brand belief that guided the team through the process of creating a visual identity, capturing the CYCLA’s brand essence.
Since authenticity, openness, collaboration and fun are at the core of the brand personality, the team at the studio developed a circular symbol that symbolizes CYCLA’s dynamic and movement-oriented energy. This is also expressed in the new claim — Let the good times roll — also developed by Studio Veh. The dots in the word mark symbolize the fun and inclusive togetherness that CYCLA stands for.
“I found the collaboration with Franziska and Studio VEH to be absolutely professional and pleasant. During the creation of our sport studio brand CYCLA, Franziska and team were instrumental in helping us create an identity that fits us, our values and the industry. During the development process, they asked the right questions, which enabled us to sharpen our brand values and define them more precisely.”
Maren Bertram, Founder of CYCLA
Brand Creation
Sports
It was important for CYCLA to extend the brand values to the studio space. CYCLA customers needed to experience a comprehensive brand experience: When they visit, they don’t just feel welcome and comfortable, but experience themselves as part of a community that enriches their daily lives.
Brand Creation
Sports
Brand Creation
Sports
Brand Creation
Sports
Who is CYCLA talking to? Who is the place for? In the brand workshop, together we acknowledged that there is quite a gap between people who just need a release after their stressful day, without being judged, without having to look, feel or talk a certain way and can just be themselves and still feel part of a positive collective. Spaces and sport studios for these people and their needs are missing, they are often highly functional and mechanic or have become social status hotspots for people above a certain economic class fitting to a certain body type. CYCLA couldn’t be more different, it is proudly inclusive, welcoming and diverse.
Brand Creation
Sports
Brand Creation
Sports
Brand Creation
Sports
Brand Creation
Sports
With CYCLA’s sports studio, we were able to extend the feeling into a well-rounded and holistic spatial brand experience using the colour scheme, icons, typography and other interior design elements. We feel pleased to see all elements coming together and complimenting each other in a physical space.
Brand Creation
Sports
Brand Creation
Sports
Brand Creation
Sports
Brand Creation
Sports
Brand Creation
Sports
Team Credits
Creative Direction: Franziska Veh
Claim/Text: Franziska Veh
Design: Callum O’Neill
Development: Ralf Büsch
Project Management: Kiyoshi Stelzner
Interior Design: undplus
Photography / People: @jantitvs
Photography / Interior: undplus
Mindfulness, on point.
Less is more. This concept applies both to mindfulness and inner balance, as well as to good design. When both come together, the result is a perfect representation of the pure essentials.
To celebrate the opening of a second studio, the founders of Lotos Yoga wanted to revitalise their brand. The unique feature of their approach is the integration of a café into their new studio, allowing tradition and modernity to meet, all while ensuring one doesn’t lose their inner focus. The new brand logo echoes the idea of concentration and inner balance by referencing ‘the third eye’ through a subtle, minimalist design identity.
One might think that, with a simple dot floating above the T, the logo simply showcases the bringing together of body and spirit in brand form. But this brand identity does so much more. The central element of the new identity is the individual, shown through the custom typeface that Studio Veh developed for Lotos Yoga. The interplay between strong serifs and clean sans serif within headlines reflects the harmonious union of old yoga tradition with the modern approach in Lotos’ yoga classes as well as in their teacher training programme.
‘Thanks to the clear design specifications and guidelines Studio Veh created for us, we can now independently design and post to our social media feeds, with guaranteed brand consistency.’
Federico Mesa Althabe, Founder Lotos Yoga Berlin
Brand Refresh
Sports
Brand Refresh
Sports
Brand Refresh
Sports
Brand Refresh
Sports
Brand Refresh
Sports
‘One Spiritual Warrior and a scoop of chocolate, please.’
Studio Veh conceptualised and created a variety of print media for both studio locations, including the course calendars for yoga classes, printed material for the new café (including the ice cream counter), as well as the shop’s product packaging. Additionally, Studio Veh handled the design of the window fronts, the gateway to inner balance so to speak. Therefore it was essential for the brand image to be front and centre; the window’s design almost makes you want to create more balance and equilibrium throughout the world … but hey: don’t lose focus.
Team Credits
Strategy:
Franziska Veh
Creative Direction:
Franziska Veh
Design:
Lind Haugaard
Typedesign:
Tobias Rechsteiner
Photography:
© Grit Siwonia