Your New Om. Located at 13 rue des Tournelles in Paris, Not Yoga studio offers a dynamic one-hour class for all levels, focusing on postures. Its concept is purely physical and devoid of spirituality (no mantras or chakras). The practice takes place in a room heated to 33°C by infrared, aiming for a detoxifying effect, in an intimate atmosphere without distractions (soft lighting, no mirrors).
Brand Brothers was commissioned to define the venue’s entire visual identity. The geometric, stable, and confident logo is based on balances that give the two terms that make up the name a special intertwining. This structure is expressed in a symmetrical monogram, imbued with power and roundness, a modern emblem in perpetual motion. The graphic system tells the story of yoga in a different way, avoiding the usual clichés: a distorted, free pattern that undulates with the flow. This raw and contemporary approach gives Not Yoga a modular and hypnotic visual grammar, applied to print, objects, and the digital environment.

Helectic, formerly TSEE, is a leading distributor of high-end electrical equipment in Paris, specializing in switches, lighting and heating. A family-run business based in Boulogne-Billancourt (92), Helectic opened a new showroom in 2024, rethinking the company’s name, positioning and graphic identity. Founded in 2001, Helectic offers over 100 brands and more than 3,000 references, mainly in the high-end hotel and restaurant sectors, but also in prestige real estate.
We were approached to rework the brand’s positioning and give it a clearer narrative axis, which led to the creation of a new name, Helectic; this modern, rhythmic neologism is based on the English words “hectic” and “electric”. The graphic identity we came up with revolves around an in-house typogram, made up of unexpected links between typefaces, with certain angles twisted to resemble rubber cables. A symbol based on the letter H completes the scheme, recalling the path of cables.
A minimalist, evolving graphic system offers numerous possibilities for expression, adapting to different media and occasions. The connection between the logo, always assertive and visible, and the various visual variations, is obvious, and weaves a strong bond across all variations. The first graphic applications have been visible since this summer, and the new showroom in Boulonnais proudly displays the logo we created, while we await further developments.