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DANUSH - Boutique pilates studio branding

Branding & Identity Design for a Boutique Pilates Studio

This project features a comprehensive brand identity for DANUSH, a boutique Reformer Pilates studio. The objective was to create a high-end, serene, and professional identity that emphasizes the personalized and premium exercise experience the studio offers.

Service

Branding, Print & Digital 

Client

DANUSH - Pilates Studio

Year

2023

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The visual language is rooted in the brand’s core pillars: Balance, Precision, and Clean Aesthetics. The visual inspiration, as shown in the Moodboard, draws from nature—

specifically Zen stones, the unfolding of yoga mats, and a calming color story. The design aims to communicate the internal "stillness" and focus essential to the Pilates practice.

Logo system

The logo system was engineered for flexibility and legibility across all mediums. It features a unique graphic symbol that integrates the letter 'D' into a circular, symmetrical form, echoing the rhythmic and balanced movement of Pilates.

  • Primary Logo: The symbol paired with a sophisticated Serif header and a clean, legible tagline.

  • Color Variations: A development of brand guidelines adapted for various background colors—including dark-on-light and light-on-dark versions—ensuring visual integrity.

  • The Brandmark: A circular variation designed for use as a standalone icon for social media and secondary branding.

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Brand Assets & Deliverables

1. Packaging & Merchandise

The branding system was applied to curated merchandise to enhance the client’s lifestyle experience.

  • Custom Mugs: Ceramic mugs with cork bases, blending the logo and icon with deep teal and cream tones to evoke a sense of natural warmth.

2. Stationery

  • Business Cards: Designed with rounded corners to mimic the 'D' shape of the icon. I developed a unique background grid based on a deconstructed pattern of the brand symbol, creating a rich visual language without compromising the clean aesthetic.

3. Environmental Design

  • Studio Signage: A 3D execution of the logo on a warm wood-paneled wall with decorative accent lighting. This highlights the "boutique" concept and provides a premium "first-impression" experience for members.

4. Digital Presence & Apparel

  • Branded Apparel: Subtle placement of the icon and logo on athletic wear, maintaining a minimalist look while serving as mobile brand ambassadors.

  • Social Media Grid: A cohesive visual language for digital platforms that maintains consistency and communicates DARUSH's unique atmosphere.

Visual Guidelines & Technical Specs

1. Color Palette

An organic palette combining soothing tones associated with wellness and nature:

  • Charcoal Green (#0F3E49): A deep, luxurious shade for backgrounds and primary text.

  • Teal Green (#4C9290): The brand's signature hue—refreshing and calming.

  • Ice Blue (#D2DEDF): A neutral, cool tone for secondary backgrounds.

  • Cream Beige (#FCF2EB): A warm, soft shade for readability and airy layouts.

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2. Typography

The type system was carefully selected to balance modernity with tradition:

  • Header Font - Branch Regular (Serif): Provides a sense of heritage, style, and authority.

  • Body Type - Alwyn New Rounded: A clean, accessible sans-serif that lends a modern, soft, and approachable feel.

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