While You Were Sleeping —
Yoga in Parks Project
About this project
"While You Were Sleeping" is a community yoga initiative born in Saint Petersburg — uniting people through outdoor practice, care, and mindfulness. It’s a space where anyone can find balance between inner and outer worlds, surrounded by nature and like-minded people.
Task
To rebrand the project, give it a fresh identity, and extend it beyond free park sessions — transforming it into a recognizable brand that attracts partners, teachers, and sponsors.
The new identity needed to reflect the project’s core values: care, openness, and connection.
Solution
We created a brand identity that merges natural energy with contemporary minimalism.
LOGOTYPE
The logo symbolizes growth and inner development, supported by a flexible, organic frame — a metaphor for safe space and community support.
COLOR
The calm, earthy color palette communicates stability, lightness, and harmony.
Merch
The identity lives across digital and physical touchpoints: branded yoga mats, tote bags, and blocks form a coherent visual language that strengthens the project’s recognizability and emotional appeal.
Outcome
The renewed identity helped "While You Were Sleeping" grow from a local yoga community into a strong, modern brand — ready to collaborate, inspire, and expand its presence across new formats and cities.
Let’s break some brains
in the best way possible
Ready to take the plunge? Drop us a line and let’s start brainstorming. Whether you’re in Asia, Europe, the USA, Australia, or beyond.