Roots Yoga Studio is a Jivamukti-focused yoga school in the heart of Hamburg. Founded by Marie Clausen and Janka Oeljeschlager, it belongs to a small handful of studios in the city that commit to one of the most demanding yoga traditions – a practice that weaves ancient philosophy, ethical living, physical rigour and spiritual clarity into a single line of work. Not a general offering. A specialisation.

When we first came to Roots, the studio had built a strong local following on the strength of its teaching alone. What was missing was a brand that could carry two things at once – the depth of the tradition and the openness of the community. Marie and Janka were clear from the start: nothing esoteric that would put beginners off, nothing so watered-down that it would betray the practice.

Together we developed a brand world that lightens the door without lightening the practice. A visual language built around playful illustrations that lower the threshold for anyone walking in – whether they've held a headstand for years or are stepping onto a mat for the first time. A quiet colour palette that carries warmth without kitsch. A clear typographic system that keeps the studio's substance readable across every application.

The identity now lives across every touchpoint of the studio – from the website that welcomes newcomers, to the door signage that greets returning students, from the printed class card that goes home on the fridge, to the Instagram grid where the community keeps in touch between practice days. Six years into the collaboration, the brand still holds: it grew with the studio, weathered the pandemic, and gave the community a visual home that feels as consistent as the practice itself.