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HARA THE LABEL
identity design
THE BRIEF
The brief was to design a brand identity for Hara that aligned with their values and connected with a global audience of women who prioritise ethics, sustainability, and natural garments. The outcome delivers a refined, conscious identity rooted in softness and integrity.
The Higher Ground project involved developing brand strategy, identity design, art direction, and signage for a new yoga studio on the Mornington Peninsula. The challenge was to create a distinctive, eye-catching brand that reflected the studio’s values-connection, compassion, and truth of self, while standing out in a competitive market.
SERVICES
Brand Identity
research + concept development
Research revealed a gap for a gender-neutral yoga studio in Mornington, where 22% of participants are male but most competitors target women. This informed the brand’s positioning, tone of voice, and design, shifting away from clichéd yoga imagery to abstract human forms and close-ups of asanas, fostering inclusivity and universal appeal. The logo's typography, inspired by asanas, featured a ‘g’ subtly resembling the child’s pose-a yoga posture symbolising self-compassion.
RESEARCH + CONCEPT DEVELOPMENT
Research showed that many sustainable womenswear brands rely on surface-level “eco friendly” cues to signal ethical production. We positioned Hara to demonstrate that luxury can shift from mass consumption to thoughtful, ethical minimalism. This informed a design language that feels elevated, considered, and grounded in natural materials without slipping into the predictable “green” or “hippie” aesthetic.
RESEARCH + CONCEPT DEVELOPMENT
Research revealed a gap for a gender-neutral yoga studio in Mornington, where 22% of participants are male but most competitors target women. This informed the brand’s positioning, tone of voice, and design, shifting away from clichéd yoga imagery to abstract human forms and close-ups of asanas, fostering inclusivity and universal appeal. The logo's typography, inspired by asanas, featured a ‘g’ subtly resembling the child’s pose-a yoga posture symbolising self-compassion.
RESULTS
The result was a successful brand acclaimed for its clarity and elegance. Hara expanded to the US market, increased international stockists, and built a loyal community drawn to its ethical values, elevated minimalism, and refined visual identity rooted in conscious luxury.
The branding successfully established Higher Ground as an inclusive and modern yoga studio. Feedback praised the brand’s ability to connect with diverse audiences, creating a welcoming identity that resonated with both experienced yogis and newcomers.
The branding successfully established Higher Ground as an inclusive and modern yoga studio. Feedback praised the brand’s ability to connect with diverse audiences, creating a welcoming identity that resonated with both experienced yogis and newcomers.
