Semperviva

For most people, yoga is more than exercise, it's a way of life. To communicate with this market one has to sell integrity, accountability and most of all lifestyle. Semperviva contracted Cowie and Fox as their agency of record because of their shared values and their flair for great, results driven creative.

Challenge

To position Semperviva as the #1 yoga studio chain in Vancouver within 3 years of the rebranding.

Solution/Approach

We needed to create a brand that spoke to both the mainstream fitness market as well as the existing yoga community. They are two distinct target markets, traveling on different paths to a better mind and body. To ensure we spoke to this diverse audience, we started by making the brand more visually appealing. We designed a custom type treatment and modernized the icon of the Semperviva flower. From this solid foundation, we created the rest of the brand identity and carried it across every touch point.

Result/Impact

After 2 years, Semperviva is Vancouver's largest and most popular chain of yoga studios. The number of studios has grown from 2 to 5. Semperviva's membership numbers have skyrocketed, seeing an increase of well over 50% in memberships, and they are now considered by most to be the preeminent yoga studio in Western Canada. Their website has seen a 58% increase in traffic and many new members have indicated that the site was the sole reason Semperviva became their yoga studio of choice.