Bringing character and belonging to yoga.

Brief

Haum is a yoga studio with its soul firmly planted in the Mission District of San Francisco. Created a year into the COVID-19 pandemic by a Mexican and LGBTQ+ founder, Haum needed a brand identity that was a welcoming respite for all and provided a tangible sense of community.

Audience

Haum welcomes everyone, and was designed with the Grounded and Evolving Yogi in mind. They are unabashedly themselves. They are dedicated and intentional but not rigid. They are curious and open-minded, and not looking for a cookie-cutter yoga experience.

Opportunity

Breathe openness and acceptance into the brand by translating traditional notions of yoga into an identity full of personality and character a diverse community of yogis will love to embrace.

Concept

We believe everyone should experience the transformational journey of coming home to who they truly are. Our mission is to fully embrace each member of our community, and bring them together through intentional practice. Home is a state of being. Haum helps you get there.

Design

We partnered with the founder to create a brand that reflects the unique background and character of the founder himself, while inviting others to join and be a part of Haum. By bringing elements of personality to life, we created a brand that’s equal parts yoga, heritage, and rock n’ roll.