A key part of the Alila launch was developing a distinctive brand identity that reflected the founder’s experiences studying yoga in India. Drawing inspiration from Indian decorative truck art and traditional matchbox illustrations, we created a visual language that felt bold, playful, and full of personality; intentionally moving away from the neutral, beige aesthetic commonly seen in wellness branding. The colour palette was selected to feel warm, energetic, and inviting, reinforcing the idea of yoga as an accesible and joyful practice.

At the centre of the identity is an illustrated Indian cow, symbolising care, generosity, gentleness, and selfless giving (values that closely align with the philosophy behind the studio). Typography was selected with equal care, using letterforms that echoed the curved, flowing shapes often found in Sanskrit writing while maintaining readability and strength.

During the branding process, the studio name evolved from Amara to ALILA which we had to quickly pivot to integrate. The final name reflects the Sanskrit concept of cosmic play, reinforcing the studio’s philosophy of movement, exploration, and growth. This direction was further supported by the tagline “No Mud, No Lotus,” a symbolic reminder that growth often emerges from challenge, a message that also subtly connects to the studio’s farm setting.

The completed identity system was applied across a wide range of assets, including logo design, typography and colour systems, signage, print materials, and branded collateral used throughout the launch campaign.