Yoga Express is a 45 minute class aimed at busy people working or living in the city centre. The client decided they wanted a rebrand to freshen things up and coincide with a new campaign. The aim was to target people who are new to yoga and dispel any fears, negative connotations or cliches they associate with the practice. We decided on a no-nonsense yet fun approach with a contemporary feel. The name ‘Yoga Express Studio’ was given the acronym YES; reinforcing the positive slogans.