Context
NOYZ is a boutique Pilates and barre studio led by instructor Noy Zikri, designed as a visually rich and immersive training space with a strong aesthetic presence.
Challenge
The challenge was to create a brand identity that reflects both the personality of Noy as an instructor and the unique atmosphere of the studio itself. The brand needed to balance a highly aesthetic, European-inspired interior experience with functional clarity and a strong personal signature, without becoming overly decorative or losing its professional fitness context.
Strategy
We developed a narrative-driven identity that connects the instructor, the space, and the practice itself. The concept draws from warm European design language, inspired by luxury wine-cellar interiors, while introducing a refined illustrative system to anchor the brand emotionally and visually.
Execution
We created a custom illustration system inspired by Toile de Jouy French textile prints, reinterpreted in a contemporary way. The logo was designed as a typographic system where the letters in “NOYZ” subtly form a rolled Pilates mat. A warm earthy color palette was used to reinforce grounding, comfort, and connection between the instructor, the studio, and the brand experience.
Outcome
A distinctive and atmospheric brand identity that merges personal storytelling, spatial experience, and a refined aesthetic language, resulting in a studio brand that feels both elevated and deeply personal.
