A fashion brand originating out of Calgary, Alberta promoting modesty and reflection through meditation and active living.

From the beginning, the goal was to integrate a yoga/meditative pose into the logo. The first few concepts were bland and failed to convey the right message but after some reflection, we were able to develop the right feel.

We landed on a sketch of a man meditating in a cross-legged posture. The sketch delivered the right balance of modesty and healthy living.

After contemplation, it was decided to keep the detailed version of the hands in the logo.

The fashion brand is not exclusively for males, so it is likely this logo will soon be adopted to a female friendly version.