The rebrand had to appeal to its core demographic of active, middle-aged women (50–70+), who may not be able to participate in athletically-oriented yoga, but still wanted to partake in gentler movement, breathing and rest practices.

The logo is comprised of a wordmark and icon pairing. The lowercase type of the wordmark is friendly and accessible, while the icon can be read as an abstract person meditating or doing a yoga pose. An infinity symbol is also used symbolizing balance and endless possibilities.

Encourage’s overall look and feel is simple and calming, with inspiration taken from nature/natural elements. Minimal nature imagery and the blue and tan colour palette, reminiscent of water and sand, create a sense of quiet, stillness and meditation.

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Scope: Creative Direction, Branding, Brand Guidelines, Apparel and Merchandise

Client: Encourage Yoga