Designing a Brand Identity That Inspires Community and Connection
Client
We Are Kula CIC
Services
Impact Narrative
Brand Strategy
Brand Design
Website Build
The challenge
We Are Kula CIC was co-founded by our founder, Kevin, and his life partner, Bronwyn, both dedicated yoga and mindfulness practitioners. They identified a problem: the benefits of yoga, meditation, and mindfulness were often inaccessible to those facing financial difficulties. Driven by the vision of making these wellness practices available to everyone, they established Kula as a Community Interest Company—a small yoga and mindfulness studio with a big mission.
To achieve their vision, Kula needed a brand story, a cohesive identity, and a website that could house booking information and share their mission with the community. We set out to build a brand that would embody Kula’s values of inclusivity, wellbeing, and community support.
Our approach
With the aim of making wellness accessible to all, we crafted a brand that placed purpose and community at its core.
Purpose-Led Messaging
We developed brand messaging that spoke to Kula’s mission of supporting wellbeing for everyone, regardless of financial circumstances. This purpose-driven narrative underpins all of Kula’s communications, fostering a sense of belonging and inclusivity.
Inviting, Calming Design
We selected warm, earthy colours to create a calming, approachable aesthetic. The logo is a blend of classic and modern styles, reflecting both the traditional roots and fresh, inclusive approach of Kula’s founders.
Website as a Community Hub
We designed Kula’s website to be intuitive and user-friendly, ensuring a seamless experience for visitors. The site is built to make it easy to book classes or workshops, and find information about pricing and the brand.
The results
In their first year, We Are Kula gained a loyal, local following and built a supportive community. This strong foundation means they’re now exploring how to expand their impact and reach even more people.
Engaged Audience
Kula has over 600 newsletter subscribers with a 56.7% open rate, far above industry averages, and a growing 1k+ social following.
Leaders in the local economy
Kula’s founders have been invited to speak at multiple events and lead workshops on local marketing as a social enterprise, strengthening their position as community-builders in Chesterfield.
This loyalty and engagement reflect the impact of a brand built on purpose, accessibility, and authentic connection—a brand that Kula’s community truly stands behind.
