Hinyoga: A Brand Identity Shaped Through Korean Yeobaek

Hinyoga was envisioned as more than a yoga studio — it is an argument with the way Seoul fills a day. Every minute scheduled, every wall covered, every silence apologised for. Against this, the studio proposes a single Korean idea: 여백, yeobaek, the deliberate emptiness left in a piece of calligraphy or a hanok room — the part of a composition that carries the most meaning by holding nothing at all. The brand was named after the colour of that emptiness. 흰. White. Working with the founders, we tr