Brand Strategy Art Direction Identity Design

Toronto / Inspired by the durable, grippy quality of carpet underpads produced by her family business, lifelong yogi Andrea Morris approached Whitman Emorson in 2014 with a then-radical idea: She would shift focus from flooring products to yoga mats. WE collaborated closely with Morris to launch B Yoga, articulating the brand’s mission, vision and values and developing its visual identity. WE’s rolled out its strategy—rooted in a celebration of yoga not as a rarified lifestyle, but rather as a universal practice available to all types of people—and the supporting visual language across a range of touch points, including mats, blocks, packaging and more. In 2018, WE consulted again with B Yoga, developing a roadmap and communication strategy to support their acquisition of Halfmoon, a storied yoga accessory brand from Vancouver.