Branding
We created a bold, clean typographic logo system for Josef P and its sub-brands. Each brand extension (e.g. Acai, merchandise) has its own color identity while staying cohesive through minimalism and structural alignment. The Josef P wordmark avoids overused design clichés and presents as confident, fresh, and modern.
Visual Identity & Language
We worked with the team to define the brand’s core mission and values, distilling them into a communicative tone that blends calm mentorship with accessible sportiness. A tailored moodboard informed by brands like ALO Yoga, Jil Sander, and ON Running was translated into the visual language—neutral tones, calming spaces, human warmth.
Physical Brand Translation
Every corner of the studio experience was part of the brand logic—from modular room separators that enable private training to a reduced design palette of black, white, grey, and light wood that embodies clarity and elegance. The same thinking extended into the signage, wayfinding, and user interface of the booking process.
Web & Digital
We helped structure the digital booking flow for both courses and individual screen sessions. The Josef P app is key to the customer experience, letting members schedule and pay for sessions, order Acai bowls, and manage preferences—furthering the studio's commitment to accessibility and autonomy.
Acai Bar Subbrand
The PP CONCEPT ACAI bar was developed as a lifestyle extension of the Josef P ethos. Its role isn’t just nutritional—it opens the space to non-members, adds a social layer, and communicates a holistic approach to well-being that goes beyond the mat. The subbrand is visually distinct yet deeply tied to the Josef P identity.
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