Create a identity that reflects the positive energy and vibe you get by using the Yasu trainer and appMoonbird researched the importance of the human breathing rhythm and how it affects our mental state. The company came to the conclusion that breathing has a major impact on our wellbeing. As a result, Moonbird developed the device and app called ‘Yasu’, a handheld biofeedback tool that supports users in their breathing exercises, it helps users to find their inner peace and increase focus and concentration in an easy and interactive way. The device can literally be used everywhere and whenever needed. Achilles Design was asked to develop Yasu’s brand identity that fits the purpose of its solution and that supports the emotional goal of using the device – an identity that looks humanly intuitive and that blends well with its natural purpose.
Before we started designing, we organised a brand sprint. Together with the client we try to get a better understanding of the purpose of the product and to define the user persona they want to reach.
A strong name needs a strong logoThe client had already defined the brand name ‘YASU’. With a bird as a key symbol and a mood board, we started brainstorming and developing different impressions and generated a number of options Yasu could look like.
Identity for Yasu
Colors and formsThe brand identity had to reflect associations with calm, guiding, balance, care, nature, and sensitivity, which guided us in the creation of a pallet of soft and emotional colours. Positivity, curiosity, science, and coaching were additional characteristics that needed to build a modern and out-of-the box personality. We used the recognisable ‘Yves Klein blue’ to highlights the scientific background.
By adding organic and abstract forms we gave the overall look-and-feel fun and energy without being too explicit in our message.