Out on a Limb Yoga
The Realm of Personal Fitness & Wellness
The Realm of Personal Fitness & Wellness
Situation
Ooaly Yoga, initially conceived by the founder as “Out on a Limb Yoga,” is a new startup in the realm of personal fitness and wellness in Charlotte, North Carolina. Traditionally, yoga is a physical and mental practice that seeks to achieve physical fitness, mental clarity, and spiritual growth. Its philosophies and practices have become widespread throughout popular culture.
Ooaly Yoga, initially conceived by the founder as “Out on a Limb Yoga,” is a new startup in the realm of personal fitness and wellness in Charlotte, North Carolina. Traditionally, yoga is a physical and mental practice that seeks to achieve physical fitness, mental clarity, and spiritual growth. Its philosophies and practices have become widespread throughout popular culture.
The challenge was to create a unique brand identity that would set the new studio apart from those longer established in the marketplace. To do so, the fledgling yoga practice needed to undergo a transformative branding that would significantly enhance its connection with its audience and clarify its brand message.
The primary goal was to create a name and visual identity that encapsulates the essence of yoga without overwhelming the audience. Our task was to craft strategic graphic design and branding decisions to bring this vision to life.
Solution
The first step in that process was reimagining the name itself. “Out on a Limb Yoga” was perceived as too lengthy and awkward to effectively communicate the intended message. The new name, Ooaly is an acronym that immediately communicates visual balance and simplicity—key elements of effective design. As a newly invented word, Ooaly has an organic, fluid sound that evokes a sense of tranquility, mindfulness, and movement—key aspects of yoga practice.
The first step in that process was reimagining the name itself. “Out on a Limb Yoga” was perceived as too lengthy and awkward to effectively communicate the intended message. The new name, Ooaly is an acronym that immediately communicates visual balance and simplicity—key elements of effective design. As a newly invented word, Ooaly has an organic, fluid sound that evokes a sense of tranquility, mindfulness, and movement—key aspects of yoga practice.
The wordmark is based on a minimalist, rounded font that evokes the smooth flow of yoga breath and movement. The Y is seen as a human figure in yoga pose, with the head and raised leg centered around the point of balance. This subtle design choice not only makes the wordmark feel uplifting and joyful, but also immediately connects it to yoga, enhancing brand recognition and emotional appeal. The earthy, warm color palette adds to the overall impression of being grounded, soothing, and calm.
The simple but appropriate design is elevated and modern, less mainstream than the traditional Asian imagery commonly seen in the world of yoga. The figurative “Y” could also be used as a stand-alone icon for various marketing materials and promotional items. This versatility ensures that the brand remains consistent while also adaptable to different mediums and formats. Both wordmark and icon have the kind of visual appeal and brand recognition that could easily be associated with yoga accessories and clothing.
By creating a new word as its brand, the studio is also free to suggest its own interpretations for the word’s meaning:
“Ooaly” could evoke the gentle focus one experiences during a restorative yoga session or the pause between breaths—a moment of perfect stillness.
“Ooaly” could describe the unified, collective energy of a yoga class, or the shared journey of individuals striving toward mindfulness together.
“Ooaly” could be a metaphor for the progress of a yoga journey, from stiffness to flexibility, from distraction to focus, from stress to serenity.
“Ooaly” could evoke the gentle focus one experiences during a restorative yoga session or the pause between breaths—a moment of perfect stillness.
“Ooaly” could describe the unified, collective energy of a yoga class, or the shared journey of individuals striving toward mindfulness together.
“Ooaly” could be a metaphor for the progress of a yoga journey, from stiffness to flexibility, from distraction to focus, from stress to serenity.
In short, we believe our design strategy provides all the elements needed for Ooaly to become both a brand and concept within today’s wellness culture, helping Ooaly to fully realize its vision as a new and unique path toward personal transformation.
Pencil Worx gracefully defined our brand identity, aligning our presence with the flow and harmony of the yoga community.
Ooaly
Founder & Instructor, Colleen Cummins
Founder & Instructor, Colleen Cummins
