There are many types of yoga systems from Ashtanga to Lyengar to Bikram, but not many have a strong market presence as a ‘brand’. Fierce Grace is a new powerful system led by a respected yoga teacher with four great studios in London. They believe that yoga is not just for the fit and young but to make every age young and fit. We needed to help them develop a strong brand identity that challenged yoga’s Zen etheric perception and embraced the brutal, ugly, sweaty, funny, glorious, and messy reality of practising yoga. Just like Fierce Grace, it needed to be unpretentious, real and welcoming to everyone.

To create a brand that felt different from other yoga companies, we stayed away from the spiritual, bowing, meditation and chanting, and focused on the ideas behind the creation of Fierce Grace. Founder Michele Pernetta believes that yoga balances strength, which is the masculine element (Fierce) with flexibility, the feminine element (Grace). This belief informed our approach to the design and allowed us to create a brand that truly reflected what Fierce Grace was about.

We used bold, contemporary photography and delicate typography to portray the balance between strength and flexibility that lies at the heart of Fierce Grace. The posters feature at all four Fierce Grace locations across London and since creating, we have received positive feedback from the Fierce Grace team and their customers.