Behind the Scenes: Designing for a Wellness Community. Branding, Website and Social Media for CAYC London
Ever wondered what it takes to design a brand and website that truly captures the essence of a space? Well, bestie, let me take you behind the scenes of one of my all-time fave projects, branding, website, packaging, and social media design for CAYC London (formerly Cake & Yoga Club).
Meet our client CAYC: A Wellness Haven in London
CAYC is not just another yoga studio, it’s a whole vibe. This London-based wellness space feels like an actual retreat from the city’s chaos. Founded by the incredible Immy, CAYC offers a mix of yoga, pilates, barre, pre/postnatal classes, and an ever-evolving lineup of creative workshops, retreats, and special events.
The challenge? Rebranding Cake & Yoga Club into CAYC, while maintaining that warm, sunlit, and welcoming energy but adding a fresh, cool, and slightly playful edge. And let me tell you, this project was pure magic from start to finish.
The Branding: Inspired by the Studio Itself
I craft immersive brand identities that feel like an extension of the business. And for this project, that meant soaking up the energy of the CAYC space itself. I even Pantone-matched the light in the studio (yes, really!).
Our first in-person meeting was all about aligning on the vision. Moodboards, color palettes, fonts, design direction, everything had to feel just right. And guess what? When I presented the brand identity, it was an instant hell yes! That’s what happens when the vision is strong from the start.
The Website: A Fully Custom Squarespace Build
After nailing the branding, we moved on to the Squarespace website design & development. This wasn’t just any website, it was a fully bespoke, multi-functional platform designed to serve CAYC’s vibrant community.
✨ Momence Integration for seamless class bookings
✨ ‘Find the class for you’ feature for easy navigation
✨ Journal & Blog to share wisdom and inspiration
✨ Recipe Book for all the post-yoga nourishment
✨ Online Shop for CAYC merch and wellness products
✨ Social Media & Newsletter Integrations to keep the community engaged
✨ Beautiful interactions & animations to create an immersive experience
One of my fave moments? We reviewed the web design in person at the studio, sitting on yoga mats, eating cake. It was wholesome, it was on-brand, it was everything.
The Brand Launch: Making an Impact
A brand isn’t just a logo and website, it’s a whole experience. So when it was time for CAYC’s big rebrand launch, I made sure Immy had everything she needed to make a splash.
A full library of launch graphics & social media templates
Reels & content direction for Instagram
Strategy & support to transition smoothly from Cake & Yoga Club to CAYC
All the cheerleading & hype because launching a brand is a big deal!!
The Ongoing Magic ✨
I still work with Immy on an ad hoc basis, updating her website and evolving the brand as CAYC grows. And guess what? We’ve got something exciting planned for the summer. This has truly been a dream client experience, and I couldn’t be prouder of what we created together. Check out the website: www.cayclondon.com
If this has you feeling inspired to build a brand that feels aligned, impactful, and oh-so-you, let’s make it happen! Check out my portfolio, and let’s create something magical together.
Say hi on Instagram: @heygirl_studio
Let’s chat about your dream brand!
Loads of love,
Sarah 💖
