Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
Develop a creative strategic concept that represents the values and strengths of DEIA as a brand and digital school. Connect DEIA with people from the point of view of traditional yoga seen as an ancient healing art, moving away from the yoga fitness that predominates today.
Yoga as a starting point.
We studied and delved into the cultural and competitive framework facing DEIA and defined a positioning in which we found an organic brand that values transformation, connection with nature and with oneself through the five senses.
Aiming to connect with a global audience in search of change and personal transformation, the brand's character is developed in a way that motivates people to change and evolve.
DEIA's visual identity arises through the union of Wabi-Sabi (a Japanese lifestyle in which imperfection is the beauty of things) and a Mediterranean style (with which we give the brand closeness and naturalness). Through the union of these concepts we create an aesthetic based on organic forms taken from nature that evolve over time to build the brand name.
The force of nature.
DEIA relies on nature to express itself and help us connect with the world and with ourselves. That is why the presence of nature, with its sounds, textures and shapes, opens up a visual universe with which the brand develops in all its points of contact.
These sounds, shapes and textures allow the user to connect with the world that DEIA represents and thus, find a place where mind and body come together to strengthen themselves.
The result.
After the development of a positioning based on organic shapes, a brand that transmits that natural essence and connection with the environment that this required is carried out. A brand that alludes to the senses and that is graphically inspired by the Japanese concept of Wabi-Sabi together with a Mediterranean aesthetic that allows it to differentiate itself and position itself as a reference company.
