A wellness space for movement, connection, and tea sipping.
Scope
Semi-Rebrand
Strategy
Creative Direction & Art Sourcing
Voice & Copywriting
Web Design & Development
Tyng, the owner of a boutique yoga studio in Orange County, California, envisioned a website that mirrored the vibrancy and energy of her physical space.
Despite a growing client base and a thriving Instagram following, her DIY website fell short, leaving her hesitant to share it. With her business expanding, Tyng sought to showcase her growing class offerings and introduce a curated tea selection inspired by her cultural heritage.
Feeling overwhelmed by the pressure to stay constantly engaged online, she dreamed of a central hub, a digital space that authentically reflected her unique style and evolving vision.
( 01 ) The Challenge
( 02 ) The Goal
( 03 ) The Essence
( 04 ) Brand Archetype
( 05 ) Visual Identity & Voice
( 06 ) Website Design
The Challenge
( 01 )
DIY efforts towards a professional presence
Tyng initially managed her brand and website independently, but as her social media presence grew, her website fell short of capturing the unique essence of her vision. Lacking distinction, it appeared generic and interchangeable with other yoga studios. As Bootea Flow evolved beyond its roots as a yoga studio, it became something more dynamic and multifaceted.
Tyng sought to transform her simple website into a platform as vibrant and captivating as her physical space, one that reflected the caliber of her work and served as an immersive extension of her social media storytelling.
The Goal
( 02)
From generic to genuine: weaving authenticity into brand identity
Shifting away from a generic website, our goal was to create a strong, authentic brand foundation and voice that reflected Tyng’s essence. To achieve this, I took time to learn about her business and connect with her energy, discussing aspirations and pain points, and immersing myself in her yoga studio’s atmosphere to capture its spirit. We aimed to uncover the “magic element” that set her studio apart. With roots in both American and Taiwanese cultures, Tyng’s studio embodies the diversity of her heritage. Our challenge was to weave these threads into a cohesive brand that stayed true to her identity.
The Essence
( 03 )
A sanctuary that feels like home
The magic of Bootea Flow lies in its intimate environment, where everyone feels like a friend and part of a close-knit community. To reflect this, we selected a color palette of neutral and earthy tones, inspired by the studio's abundant greenery and natural elements. Building on the existing logo, we extended its harmonious blend of calm and vibrancy into the typography. By incorporating organic fonts and inclusive, inviting language, we aimed to foster connection and warmth, authentically capturing the essence of her studio.
Brand Archetype
( 04 )
The Jester & The Innocent
Bootea Flow reflects the Jester archetype by bringing lightness, laughter, and a sense of whimsy into the practice, reminding us that joy and play are just as essential to well-being as stillness. It also embraces the Innocent archetype by creating a space that feels safe, welcoming, and restorative, where people can simply be without judgment or expectation. Surrounded by lush plants, nourishing tea, and movement for all ages, the studio invites curiosity, genuine connection, and a slower way of being. It is a place where children and adults alike can reconnect with the simple joy of movement, community, and themselves.
Visual Identity & Voice
( 05 )
Warm & inviting tone where no one is excluded
Tyng’s new website needs to reflect the evolution of Bootea Flow from a yoga studio to a holistic wellness space. It offers a welcoming environment for individuals of all identities and bodies, grounded in the belief that Bootea Flow is a refuge where there is no pressure to perform, only an invitation to simply be. All is welcome. The website will showcase her expanded offerings, including teacher training courses and a curated tea selection, all while staying true to her personal style and allowing her unique voice to shine.
A New Chapter
We rebranded Bootea Flow as a holistic wellness studio and community space, uniting all offerings under the common thread of well-being. Our focus was to craft a cohesive narrative and visual language that would guide her into this new season of growth. The transition to a professionally crafted online presence illustrates the power of aligning a digital space with a creative vision. The website now beautifully reflects the studio’s expanded offerings while celebrating Tyng’s wellness journey, welcoming her clients into her world.
In Tyng’s Words
“I am very grateful for the journey we had together, as I feel it was more than design and simply building a website. Ariel really sat down and talked to me to understand my business in more depth. Her ability to cut through to the roots is impressive. Throughout the process, I felt seen, heard, and validated, and she went above and beyond to make sure I was happy.”
