Warm, not ‘hot’

Do you choose Yoga Deep at 34°C or prefer Pilates Burn at a milder 30°C? The offering at Studio Sintel speaks for itself: yoga and Pilates classes in heated conditions. Good for your muscles and joints, and ideal for recovering from a busy week. Liesje and Daan picked up their passion for the practice in Amsterdam and brought it to Ghent. A building on Steendam with lots of glass and an inviting storefront became their new sanctuary.

We got to work on the new name with one key idea in mind, as stressed by Liesje: hot yoga and Pilates is not ‘hot’ for the heat alone, it is a safe way to explore your physical limits through movement. Both challenging and restorative, and more of a gentle, radiating warmth than an unbearable heat.

For the symbol of that warmth, we chose a cinder: the remaining piece of charcoal left after burning, not producing overwhelming heat, but a latent warmth. The word “Studio” refers to the space Daan & Liesje envisioned on Steendam: a place for experimentation and community events.

A sip of water, anyone?

For the visual identity, we based ourselves on distilled movement forms from the work of Joseph Pilates himself. Using archival images of his body in motion, we abstracted shapes into a playful visual language. A fresh green combined with a deep burgundy completes the identity.

Together with Daan & Liesje, we then developed a range of brand applications: water bottles for cooling down after class, scrunchies to tie back sweaty hair, towels for the mat, and tote bags to stand out in the city. The recognizable shapes found a new home on the Art Nouveau façade in Steendam, and a QR code next to the entrance now makes booking a class even more intuitive.

Want to experience Studio Sintel for yourself? Head to Steendam in Ghent. The space is warm and inviting. Handcrafted ceramic lamps designed by Liesje hang on the walls. The floor is softly cushioned with cork, and subtle elements of the identity return throughout the interior.