YOGO — a company that makes yoga mats and accessories out of eco-friendly materials in an ethical, transparent process — truly walks the walk when it comes to sustainability. They came to us with a goal of establishing a visual brand identity, defining key messaging, and revamping the look and feel of their website and packaging.
They wanted their brand to have a natural, laidback, and grounded feel. And while they wanted to highlight some of the technical and supply chain innovation that differentiates them from their competitors, they still wanted to maintain a little bit of playfulness.
With these goals in mind, we developed a brand identity characterized by earthy, saturated colors; hand-drawn illustrations to pair with technical info on their supply chain and materials, and a round, friendly sans serif typeface. We chose a bold photographic style that leveraged mixed geometric compositions, vibrant color blocks, and pops of natural elements. From a messaging perspective, we adopted a witty, punny tone to help bring levity to their information-rich copy filled with ownable, descriptive terms like “hydro-grip” for all of their cork products.