- 1 Redefine the expectations from yoga, so that people see yoga at Sarva as a unique, worthy experience.
- 2 Draw audiences who may not be considering yoga as an exercise form at the moment.
BACKGROUND
Aspiring to be one of India’s foremost brands in the health and fitness domain, Sarva provides access to yoga and wellness services through multiple platforms, including physical studios and a mobile app. Their focused vision is to help 7 billion people across the world discover wellness through yoga.
Market Challenge
Yoga isn’t new to India. It’s been a part of culture here for thousands of years, and the established names have built their reputation across decades. It’s also a fitness form where trust is built around what is traditional - new is not necessarily nice. So it was important for the audience to look at a relatively new yoga entity like Sarva, and not dismiss them as just another name in the sea of yoga centres.
OBJECTIVE
INSIGHT
The audience didn’t look towards yoga as their primary physical workout, it’s just something they included in their fitness-centric lifestyle for intangible goals like peace of mind.
The majority of the Indian fitness audience look to achieve tangible physical goals like losing weight, losing inches, being able to lift more weights, etc. And they’re not considering yoga as a workout form that can help them achieve those goals.
Execution
For Sarva to talk to the wider fitness audience, it was important to highlight that Yoga could in fact help one achieve the desired physical goals. That it wasn’t just something you did for peace and tranquility.
Through the primary messaging of ‘Yes, it’s Yoga’, we asked audiences to reimagine what yoga could do for their lives, and imagine it at Sarva. This included a visual identity that showed yoga in a new light, with bold pops of colour instead of its usual scenic and calm avatar.
Utilizing fitness terms that one would usually connect to cardio and other types of gym workouts, we helped change the vocabulary of how Sarva would talk about Yoga in its communication.
For frequency driven media, a microfilm was created to help understand the nuances of ‘Yes, it’s Yoga’ and build excitement around the brand.
Elaborating on what the yoga experience is like with Sarva, a mash-up of all the yoga forms was created for the studio, for anyone walking in to understand what they were in for.
The visual identity was also extended through an entire brand book, that covered multiple touch points where the audience would cross paths with the brand. From trainer tshirts, to calendars, to web experiences and even how it would look like on the app.
Website
Mobile App
Branding
In-Studio Branding
Offline Branding
Social & Display
Identity
