Project Overview

It seems to be in fashion for all brands to have a manifesto. But at Guri Guru, we don't want to create fashion or manifestos. We exist so that those who can express themselves are the children. So that no one tells them how to wear a garment, so that it is neither right nor wrong. So that all times are respected and all forms are valued. To make things easier. To play more and judge less. So that colors stop being a norm. So that we are not bound by seams.

Pame and Mona, the owners of Guri Guru, invited me to join their team. They were looking for someone to collaborate closely with them in creating their products from scratch, including everything from branding to clothing. Inspired by Bauhaus principles, we used primary colors and simple shapes to craft our designs. We focused on every detail, ensuring the brand was specifically for children and keeping them at the heart of every decision. After several months of dedicated effort, we successfully launched the brand.

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Project Overview

Our app was already up and running when we introduced the transformative storytelling circle—the core of our experience. This hour-long, guided, live, video chat session fosters deep connections within ourselves and with others. Initially, women from our community led the circle, but now we're excited to launch the autonomous circle experience. In this version, the circle operates without a guide, utilizing pre-recorded audio that follows a structured format.To complement this new experience, we embarked on a branding refresh aimed at elevating our presence. We understood the importance of consistent branding that seamlessly resonates across all touch points, leaving a lasting impression on our audience.Our branding journey involved creating unique illustrations, some of which were meticulously hand-painted and amazing animations. The result is a powerful and distinctive brand that appeals to both our existing and new users who embrace our concept.

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Yoni Circle Story

Yoni Circle began in January 2018 as an in-person experience out of Chloë’s apartment in Venice, California. The core of the experience was a storytelling circle, which is the core of our app today. In April 2020, we launched the Yoni Circle app to our founding members in LA, New York, London, and Capetown. Today, we are a global community across over 2,400 cities and 130 countries.