Samadi
Visual Identity & Posters
Client:
Samadi Yoga & Wellness
Location:
Canggu, Bali
Role:
Art Direction & Graphic Design
A warm, humorous identity for a non‑elitist yoga community .
Context & challenge
The wellness industry is saturated with polished clichés of “perfect,” ultra-flexible bodies. The challenge was to break this intimidating stereotype and promote yoga as an accessible, judgment-free practice for absolutely everyone.
Solution & visual direction
I developed a versatile visual system that perfectly balances quirky humor with vibrant elegance. Using an eclectic mix of collage techniques, ranging from surreal compositions to vintage cut-outs, the artwork features unexpected subjects instead of standard fitness models. Paired with refined typography and rich color palettes, the design maintains a highly polished, premium aesthetic while keeping the overarching tone delightfully playful.
Outcome
A highly distinctive brand presence that stands out in a crowded local market. It instantly communicates the studio’s core values: a welcoming, community-driven space where wellness doesn’t take itself too seriously.
