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CAT ON THE MAT KEW
Crafting an identity for Kew's hottest new yoga studio
Cat on the Mat is a boutique yoga studio in Kew founded by Eden Magid. Wood & Ham were tasked with creating a warm, grounded brand identity and elegant website that reflect the studio’s ethos of self-discovery, friendship and calm confidence, helping it become one of Kew’s most cherished wellness spaces.
CLIENT TYPE
Yoga Studio
WHAT WE DID
The Challenge
Cat on the Mat is a boutique yoga studio founded by the inspiring Eden Magid in the heart of Kew. Eden’s vision was clear: to create a safe and welcoming space where people don’t just practise yoga, but enhance their journey of self-discovery and connection. From the outset, she wanted the brand to avoid the corporate and clinical feel often found in modern wellness spaces. Instead, the identity needed to convey warmth, authenticity, and a grounded sense of inner peace, all while standing out in an area rich with independent studios and creative businesses.
Our Work
Our collaboration with Cat on the Mat began with a series of workshops and planning sessions with founder Eden Magid, to understand her vision for the new yoga studio in Kew and how she wanted it to be perceived within the community. Together, we explored how the brand could reflect Eden’s values of inclusivity, calm, and connection while avoiding the overly polished or corporate tone common in the wellness space.
We carried out research into local studios and wellness brands to understand how Cat on the Mat could stand apart while staying authentic to its ethos. Using these insights, we developed a clear creative direction focused on simplicity, warmth, and familiarity. The identity centred around a minimal serif wordmark, a soft earthy palette, and an abstract cat motif — each element designed to feel calm, confident, and approachable.
Building on this foundation, we designed and developed the studio’s website. The site was planned around straightforward user journeys and practical functionality — showcasing the team of teachers, outlining class options, and providing an effortless way to explore and book sessions. Built to be easy for Eden to update and maintain, the site ensures long-term flexibility as the business grows.
The Outcome
The new brand and website have given Cat on the Mat a distinctive and cohesive presence both online and within the Kew community. The identity captures the welcoming atmosphere of the studio while maintaining a sense of professionalism and clarity.
The website has streamlined the customer journey, making it easier for new visitors to learn about classes and book sessions, while providing Eden and her team with a platform they can manage confidently.
Since launch, the studio has continued to grow its client base and reputation, with the brand and website helping position Cat on the Mat as one of Kew’s most recognisable and trusted wellness spaces.
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