Lemuria Yoga

Case Study Overview

Lemuria Yoga is a Grand Rapids based, environmentally friendly yoga studio owned by Dawn Hamilton. With a goal of keeping classes small and each individual in focus, the inspiration for the name, and eventually the brand kit, came from the Lemurian quartz crystal. This master crystal embodies the secrets of healing and oneness, as well as reminding us that we are all individuals (each crystal’s beautiful facets unique unto itself). 

What

— Research & Concept Rationale
— Brand Identity
— Brand Guide

Who

Designer & Art Director Susan Thompson (me/TDB)

One large textured sheet of paper with dappled shadows, showcasing the primary crystal logo for the Lemuria Yoga brand.

A journey into the self.

The archway, which frames the crystal and leads the typography, represents a doorway.

Not just a doorway into the Lemuria space, where the journey begins, but also a journey into the self.

Two pieces of paper on a dark blue-green background. Each one shows a different alternate logo for the Lemuria Yoga brand.
A textured piece of paper, containing four color swatches for the Lemuria Yoga brand.