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SJ Case Study
Wellness, Amplified: Turning Yoga into a Wellness Lifestyle Brand
From yoga studio to dopamine‑rich lifestyle brand — Move to Harmony transformed wellness into celebration, connection, and modern belonging.
Move to Harmony
Wellness / Cultura Lifestyle
THE CHALLENGE
When Heni launched Move to Harmony, it was a deeply personal, small‑scale yoga offering: one person, one logo, a local presence. There was no positioning, no identity, no voice—just desire. Heni didn’t know what branding meant yet—she didn’t know about values, differentiation, or storytelling, and she felt disconnected from the larger wellness market. The outcome: goodwill potential, fragmented impact, and untapped energy.
OUR APPROACH
Right away, we recognized there was something magnetic at the core—Heni’s energy, her way of teaching, and a latent cultural code waiting to be shaped. Rather than offering just tactical services, we began deep: defining mission, purpose, differentiation, and tone before anything else.
Heni as the face: We anchored the brand in her personality and teaching style, making the human presence inseparable from the message.
A repositioning blueprint: We defined the core ethos—wellness that’s energetic, immersive, fun, and free from wellness‑culture rigidity.
Cultural differentiation: We leaned into music, bold visuals, playful language (“we sell bags of dopamine”), and approachable experiences that defied yoga stereotypes.
With this strategic foundation, we had room to expand the brand with clarity.
Brand Identity & Visual System
We redesigned the Move to Harmony logo, developed a bold identity system, and created separate visual language for sub‑brands like Dopamine Weekend, Yoga Fondations classes or YOU HERE. YOU NOW events. The style was fresh, modern, and vibrant—mirroring emotion and freedom.
YOU HERE. YOU NOW.
A culture-driven event designed to strip away wellness expectations. No yoga mats. No rules. Just presence. Hip Hop, R&B, Afrobeat DJ sets. Community BBQ. Summer drinks. It created a cultural space where wellness was about being alive, not being perfect. It became a bridge for people who never felt part of wellness culture—an invitation to belong on their own terms.
These experiences weren’t just events—they were proof points for a scalable brand system. With each activation, Move to Harmony moved further away from a local yoga business and closer to a lifestyle platform.
The YOU HERE. YOU NOW. campaign became a rallying cry. It was not about selling yoga—it was about inviting people into a lifestyle that felt immediate, culturally-rich, and emotionally resonant.
Merch & Messaging
We dreamed up playful merch: hoodies adorned with phrases like “we sell bags of dopamine”, reinforcing boldness and community feeling.
Our content strategy on Instagram amplified this tone—playful, raw, inclusive, and always inviting.
This created a brand that people can live with—physically, emotionally, socially, and digitally. Heni’s role shifted in response. Today, she focuses on product design, vision, and evolution—no longer just a local teacher, but the head of a cultural movement
THE IMPACT
Move to Harmony evolved far beyond a yoga teacher’s side hustle into a brand with clear identity, audience resonance, and cultural traction. Though still early-stage, the brand has:
Built a solid foundation for scalable growth
Created emotional and cultural resonance that breaks through wellness clichés
Sparked press interest, connection, and consideration from new audiences
Positioned its offerings—from sensory classes to events and merch—for future expansion
Developed a fully operational value ladder, with touchpoints across online content, physical experience, and merchandise
Gave Heni clarity, tools, and confidence to steer the brand forward
Client feedback highlights it best:
“San Junipero doesn't just follow the brief: the agency challenges, pushes you out of your comfort zone, and always strives to do better…”
“Today, Move to Harmony is a solid brand, with a strong identity, clear positioning, and true scalability.”
INSIDE
This project reaffirmed one of our core beliefs: every brand, no matter how small, holds a cultural seed waiting to be co‑nurtured into fullness. We started with yoga—but ended with wellness as celebration, music, isolation‑breaking, and joy. We stepped beyond “brand design” into brand emotion—shaping language, tone, identity, and live experiences centered on feeling. And we learned once again that disruption doesn’t require disruption—it requires clarity, culture, and an unapologetic invitation to belong.
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