Bodywise – Brand Identity & Merchandising - Tessa Chad

Bodywise

BodyWise is a concept for a boutique yoga studio offering personalized 1:1 coaching for women — designed to keep them active and mobile across every life stage, not just for an hour on the mat. I developed the brand from the ground up: strategy, identity system, and every physical touchpoint a client would encounter, from the studio wall to her gym bag.

skills

Brand Identity
Merchandising
Art Direction
Illustration

brand Strategy

“We help active women stay strong, mobile, and capable through every stage of life.”

A yoga studio for women with personalized coaching, focused on encouraging lasting mobility and building strength. At Bodywise, we highlight the importance of movement as a way to grow resilient bodies that can progress through every stage of life.

core values

EMPOWERMENT

Helping clients understand and trust their bodies to feel comfortable and free in their own skin

FEMININITY

Supporting the realities of women’s lives, bodies, and goals to celebrate strength, intuiton and longevity

RESILIENCE

Purpose driven movement and mindful progress to build lasting physical capability and confidence

EXCELLENCE

Expert guidance with highly skilled coaching aimed to provide results

logo suite, color palette & type

A mark that feels as considered as the practice itself — confident, feminine, and unmistakably premium.

The primary logotype pairs a tall, sculpted serif with generous tracking. The elongation of the letters echoes the line of a body in a well‑held pose. Additional variations of the logo as a horizontal logo, stacked logo, monogram and logomark gives the brand a flexible mark for small to large format applications across digital and print.

The tagline, “Flow into lasting strength,” anchors the brand’s core promise across print and packaging.

In the color palette, olive, moss and sand carry the brand’s active, grounded moments, while clay and blush give it room to soften into restorative, feminine contexts without losing the thread.

patterns

Two pattern systems carry Bodywise across its physical touchpoints. A custom arc pattern with soft, repeating curves abstracted from a body mid‑stretch, is the brand’s structural texture. It also gives way to movement, one of the brand’s core principles, in its digital applications. A second pattern of illustrated women in yoga poses, gives the brand a warmer, more editorial register for restorative and retail contexts.

Brand merchandising

Every product a client carried out of the studio was designed to extend the experience as a physical reminder of the brand between sessions.