As both a premium yoga studio and full-service juice bar, Mantra sought to capitalize on a growing regional demand for two distinct yet symbiotic services. The company’s partners were passionate about the real-world benefits that both yoga and juice brought to their lives. Their goal was to unite the two offerings in a brand and facility that would affect positive change in their community. Mantra had undertaken branding efforts with two other agencies prior to my working with them, without success.
The Mantra branding project necessitated extensive market research. Target audience segments were developed from census data in surrounding communities. Founded on a comprehensive understanding of the local market, brand strategy included unifying two brands into a single entity, Mantra Yoga & Juice, positioning the brand as the originator of the business model, and highlighting its central focus of restoring health to its customers and the community at large.
The Mantra brand experience embodies confidence and energy tempered by a warm and welcoming feel. Minimalist, narrative, and high-end, the brand leverages authentic photography and video for a target audience that is youthful, intelligent, and affluent. Online, customers have access to a dynamic yoga class schedule, juice menu, and monthly specials geared toward email acquisitions. Synergistic cross-promotion enables each of the brand’s distinct services to benefit from the other.