LUMOS WELLNESS STUDIO
(Yes, the name is Lumos. I KNOW! Terribly millennial thing to do, but you have to understand, times
were different. (I promise I’m not weird about it 🏳️⚧️))
We founded it out of real necessity. We needed a place to heal, together! Lumos became a light in our hearts, after quite a tunnel.
Yoga was still niche in Georgia then. Most studios focused on the practice itself. Classes began and ended on the mat. And the category carried a heavy, overly spiritual image that intimidated anyone new to it.
We wanted to challenge what a yoga studio could be and create a more social approach to wellness.
So we built a studio and café where people could practise, eat, work, meet and stay. We filled it with workshops, retreats, hikes and different healing practices for the body, mind and spirit.
We managed to create the coziest space, where people felt at ease, safe and cared for. Lumos became a lifestyle brand.
We founded it out of real necessity. We needed a place to heal, together! Lumos became a light in our hearts, after quite a tunnel.
Yoga was still niche in Georgia then. Most studios focused on the practice itself. Classes began and ended on the mat. And the category carried a heavy, overly spiritual image that intimidated anyone new to it.
We wanted to challenge what a yoga studio could be and create a more social approach to wellness.
So we built a studio and café where people could practise, eat, work, meet and stay. We filled it with workshops, retreats, hikes and different healing practices for the body, mind and spirit.
We managed to create the coziest space, where people felt at ease, safe and cared for. Lumos became a lifestyle brand.
There were three of us, each with our own role. I was responsible for the overall brand vision and the world around it. This wasn’t just strategy written in a document. I developed the visual identity across the physical space and online, shaped the tone of voice, customer hospitality approach and turned the overall brand into something people actually gave a *you know what*.
More than 50,000 people followed us. Classes filled. We opened a second location within two years. A few years in, the marketers' report named us a best practice in community building. The community keeps meeting and organising things on their own, well beyond the studio.
https://www.lumos.ge/en
Photos: Mariam Eba