Challenge

Here's one way we get our endorphins flowing: by developing the positioning strategy, identity system, and online commercial presence for Tomuno, a new line of high-end yoga apparel made from technologically advanced materials. As with any ambitious start-up, the company needed a flexible brand identity that would allow them to expand beyond their first product, a high-tech yoga mat.

Action

To position Tomuno as an innovator, we eschewed the earthy feminine look of its competitors in favor of an elegant and athletic identity. We designed the logo to be a sophisticated but approachable ambassador for the brand, and applied the same warm and minimal aesthetic to the packaging. To extend the brand’s reach, we created a simple, intuitive web experience that clearly communicates the product’s advantages. Rich photography and whimsical illustrations also help online shoppers breathe easy.

Results

Facing an industry crowded with look-alike brands, we ensured that every facet of Tomuno’s identity reflects its commitment to form and functionality in a unique, straightforward way.

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