My role was to create an E-commerce brand that fills the spiritual needs of a user by linking it to holistic fashion. I worked in parallel as MVP features were being ironed out for soft launch.

We were presented with a desire for 'ancient eastern knowledge' and being 'fashion-forward' among the western United States population. 'Yoga in the West' is becoming a thing and an eCommerce app that caters to them has immense business potential.

My role was to lead Branding and Art Direction

Timeline 2 Months

Team UX Designer, Graphic Designer

I took the ideas and ran strong towards a brand language that could reflect the fluidity and seamless influences of this holistic concept. Conducted branding exercises and derived suitable archetype, helped built a brand with a strong sense of purpose. One that motivates inner beauty and outer reflection.