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Kripalu Branding

Kripalu is a center for yoga education and practice that is located in Stockbridge, MA. People can go to Kripalu for retreats focused on all different aspects of yoga and its applications, including subjects like mindful approaches to nutrition, yoga and depression, and teacher education. You can also go there for “R&R” retreats, which means that you just stay there and take advantage of all the classes and services offered without a scheduled retreat.
I’ve been to Kripalu several times and I’ve loved all the time I’ve spent there, but their branding right now is not communicating the calming, positive, and elegant feel that I’ve gotten from them. As a project for fun, I wanted to tackle the challenge of making a new logo and wordmark for them, along with possible applications.

kripalu branding

This was a passion project of mine. It's my proposed branding for a center for yoga education and practice called Kripalu. Kripalu is located in Stockbridge, MA, and people can go there for retreats focused on all different aspects of yoga and its applications, including subjects like mindful approaches to nutrition, yoga and depression, and teacher education. You can also go there for “R&R” retreats, which means that you just stay there and take advantage of all the classes and services offered without a scheduled retreat. 

Yoga is a passion of mine, and I have been to Kripalu several times. When I made this project, they had just rebranded, and I didn't think that their new logo encapsulated the feeling and qualities that I love about Kripalu. The sans serif typeface and orange color felt a little too corporate and generic for such a unique place. As fun side project, I wanted to tackle the challenge of making a new logo and word mark for them that showed more of the beautiful place they were in, and captured the feeling of being there.

Some pictures of the beautiful views from Kripalu. 

Some pictures of the beautiful views from Kripalu. 

You can check out their current website to learn more about them and compare with my proposed branding here.