A Universal Staple
B Yoga

Toronto, Canada / B Yoga launched in 2014 with a collection of durable, high-performance yoga mats. Prior to launching, B Yoga founder Andrea Morris approached WE to help her articulate B Yoga’s mission, vision and values, and to create a visual language for the brand.

WE developed a strategy rooted in a sense of openness and inclusiveness—a celebration of yoga not as a lifestyle or a culture, but as a universal practice. WE then designed a visual identity, as well as stationery and packaging.