BRANDING & IDENTITY
Aura: A Tranquil Yoga Wellness Sanctuary in Goa
The art direction and identity design for Aura, a serene yoga wellness sanctuary nestled on the quiet Mandrem beach in Goa, were crafted to reflect the retreat’s harmonious blend of nature, tradition, and holistic well-being. Aura sought to capture the essence of Goa’s rich heritage and the timeless principles of yoga in a clean, sophisticated, and contemporary manner—creating a brand that is deeply rooted in Indian wellness practices while appealing to modern sensibilities.
The vision behind the project was to design a brand that encapsulates the peaceful, restorative energy of Aura. Inspired by its idyllic beachfront location and the calming presence of nature, the identity needed to feel authentic and deeply connected to the principles of yoga. My approach focused on creating a visual language that was as serene and welcoming as the sanctuary itself—one that resonated with the natural surroundings, traditional wisdom, and the retreat’s focus on holistic healing.
Symbolism of the logo, connecting its visual elements to the wellness philosophy of the retreat.
The Aura logo embodies balance, tranquility, and a deep connection to nature. Centered on a meditative figure, it symbolizes mindfulness, with the organic, tree-like motif above reflecting growth and the lush surroundings of the retreat. This design captures the fluidity of yoga and the natural cycles of life.
The circular form represents unity and the harmony between mind, body, and spirit. The minimalist approach ensures a calm, sophisticated look that adapts seamlessly across touchpoints, creating a cohesive identity that reflects Aura’s holistic wellness philosophy.
The art direction focused on showcasing the retreat’s serene environment, traditional yoga practices, and holistic services in a visually soothing and contemporary way. A natural, earthy color palette was selected, with muted tones of sofy gold, ocean blues, and deep greens to evoke a sense of tranquility and harmony with nature. This grounded palette, combined with clean typography and minimalistic design elements, created an aesthetic that is aligned with Aura’s wellness philosophy.
Imagery played a key role in the art direction, highlighting the retreat’s beautiful beachfront location, yoga sessions under the open sky, and tranquil spa experiences. Natural light and flowing fabrics were incorporated into the visual language to reflect the fluidity of movement in yoga and the soothing energy of the space.
Collaterals
Website & Social Media
Design Aesthetics
The overall brand aesthetic for Aura is one of simplicity, elegance, and grounded serenity. Each design choice—from the logo to the custom service elements—was made to enhance the sense of calm that Aura provides, creating a cohesive and inviting identity that reflects the retreat’s core values. By incorporating traditional Goan influences and the principles of yoga in a contemporary way, the branding firmly roots Aura in the world of Indian wellness while making it accessible to a global audience.
The result is a brand identity for Aura that beautifully balances tradition and modernity, tranquility and sophistication. Through thoughtful art direction and a cohesive visual language, the branding reflects Aura’s mission to provide a sanctuary for holistic well-being, where nature and mindfulness come together to create transformative experiences.
