Operating since 1996, Yogamatters has carved a remarkable niche in a very competitive fitness market. Our task was to reposition and evolve the Yogamatters identity, allowing them to compete at a new level and drive the team’s ambitions for the brand.

As an online retailer first and foremost with few touch-points, we knew their brand experience needed to work all the harder. We worked closely with the Yogamatters team to evolve their identity across all touch-points, including the launch of their new eCommerce site and extensive range of own-label products.

After a collaborative Discovery phase, a strategic decision was made to redesign the brand's logo. After twenty plus years, it felt disconnected from the brand's values, the evolving needs of their core customer, and any competitive edge in a growing market.

The new brandmark is a continuous loop - a symbol of life's journey and of community. It marries Yoga’s ‘Y’, Matters’ ‘M’, and a lotus flower. The flower is a potent symbol of purity, beauty and spiritualism. Despite growing in muddy waters, bedded in dirt, it blooms each day unsoiled. It has become a well-recognised symbol of being fully grounded in earth, yet aspiring towards the divine, spiritual unfoldment and self-realisation. And, of course, there is the more obvious connection with the eponymous Lotus Pose, used as a base for many yoga techniques.

The clean, open and capitalised wordmark grounds the logo lock-up and lends a new gravitas worthy of the retailer's history and size. Together, both marks anchor an identity that we hope people will immediately recognise, be proud to wear and come to love.

In reverance to the original logo, the colour bar was carried forward and elevated, acting as a design motif across print and digital and building on previous equity. The bar represent's the brand's primary palette, designed to have a timeless and gender-neutral appeal. This is complimented by a wider scheme pulled from the vibrancy of nature and applied to the brand's own product range.

The palette is paired with a set of contemporary typefaces designed for accessibility. A script font adds a personal touch, used to offer affirmations and tips across applications.

Yogamatters continue to work to reduce their plastic and waste, launching their own eco mats and designing a sustainable collection of organic cotton props and yoga wear. Mat sleeves are printed on 80% PCW (Post Consumer Waste) stock using UV inks, and avoiding one-use plastics.

The brandmark and colour bar are applied consistently in different forms, whether embroidered, printed or woven. These offer a beautiful detail and build equity across the range.