Branding for Eveline Van Herreweghen, a Yoga coach that practices a gentle, down to earth, inclusive approach.
Eveline Van Herreweghen Yoga
Eveline Van Herreweghen approaches Yoga with a unique, simultaneously spiritual and grounded sensibility, which reflects in her embracement of two opposing practices: Yin and Ashtanga. Her approach and methods are inclusive and gentle, aiming at coaching not just Yoga techniques, but overall life improvements through better stress-management, self-discovery, and honouring one’s body.
The project was focused on developing a logo that obviously reflects Yoga, but also touches upon universal spiritual principals. We needed to encompass both peace and dynamism, and stay close to nature. The printed and web material needed to be simple, but effective and practical, and appeal both to businesses and individuals.
We ultimately chose to work with the infinity sign since it organically reflects duality that combines into infinity in a subtle, universal way. We further placed the symbol into space, gave it both spacial and aerial perspective, and a slightly calligraphic line which added movement and dynamic to the image. The aqua color chosen for the brand works both alone, in a minimal setting, and juxtaposed to black and white photography.
Art direction & design: Ana Van Aerden for ALBERTcan