Niyama Sol

• Brand Strategy

• Brand Identity

• Brand Messaging

• Content Shoot

• lookbook

Brand Strategy

Niyama Sol was inspired by the five yoga principles known as the Niyamas. In yoga, the Niyamas focus on the attitudes we direct toward ourselves and are a way to lead a happy, healthy spiritual life. To put it simply, Niyamas are a to-do list to keep our inner world in check.

Just like the Niyamas are a to-do list, we centered the Brand Mission around the “doers” that wear these unique leggings. Niyama Sol creates clothes that move with the multidimensional women through the many roles they play and all the things they aspire to do.

The brand positions itself around self-expression and reminds women that all they need to know is already inside of them.

To that end, each Niyama can reflect a different type of woman, or more specifically, a unique side of the women who wear Niyama Sol leggings.

Typography

The light and crisp letterforms of Montserrat, paired with the free-flowing hand-drawn script of Alexander Lettering, make for a friendly, feminine and fun brand statement. 

Montserrat is a geometric sans-serif typeface designed by Argentinian female designer Julieta Ulanovsky. She lives and works in Montserrat, in the first and oldest neighborhood in Buenos Aires. Alexander Lettering is a classy handwritten script with a dancing baseline.

Size Chart

The size chart showcases the way the leggings and bras fit in a fun, colorful, own-able way. It also showcases the many different kinds of women that wear Niyama Sol. Designed for web and print. 

Content Shoot

There is a sense of playfulness and movement in the studio photos and the lifestyle.

 Lookbook