Hypopressive Guru is the latest initiative of the physiologist and professor Tamara Rial, creator of "Low Pressure Fitness", and a leading authority on hypopressive technique and topics related to women’s health & pelvic floor fitness. For her latest project I was asked to create the brand's image and illustrate a series of hypopressive exercises.
The brand needed to be in the first place feminine, but also cheerful and engaging. For that reason, I selected a vivid color palette and a combination of original and unconventional typefaces. Hypopressive Guru’s communication materials had to be clear, simple and also inspiring with a straightforward and cheeky tone of voice.