Work · 05 / 05
IDOYOGA&
A minimal, fashion-led identity and Shopify store for a yoga brand that says anyone can practise, their own way.
- Role
- Brand & web designer
- Client
- Monica Boyd, founder of IDOYOGA&
- Art direction
- Stella Habib & Juliana Holly (The Soulful Entrepreneur)
- Scope
- Brand identity · Tags & packaging · Shopify website · Email templates · Launch reels & social assets
Problem
Yoga without the rules
Monica wanted everyday wear for the modern yogi and a brand that bridges spirituality and daily life, standing out in a crowded wellness market.
Solution
A name that says it all
A clean, fashion-forward wordmark where every detail carries the idea that yoga is what you make it, plus a store that sells, books classes and keeps in touch.
Result
A brand ready to launch
IDOYOGA& launched with its identity, packaging, a Shopify storefront and a full set of launch content, building a more engaged community online.
The brief
IDOYOGA& is a collection of everyday wear and accessories for the modern yogi, founded by Monica Boyd. Her mission is to bridge the gap between spirituality and everyday life, and to build a community that promotes wellness through fashion, fitness and a strong sense of self.
She needed a flexible identity full of movement and energy, a website that brings together products, classes and community, and launch visuals that could stand out.
Brand identity
The custom logo says that anyone can practise yoga, and that the practice doesn't have to look a certain way. It is minimal, modern and fashionable, with its meaning held in small details.
‘I do’ is a phrase used to help promote the idea that anyone can practice yoga and the practice is what you define it to be.
‘Yoga’ is written in a heavier weight to draw emphasis to it.
The ampersand is a symbolic representation of the definition of yoga, which comes from the sanskrit root which means ‘to yolk’ or ‘to unite’.
The collection
Across caps, hoodies, tees and mats, the wordmark is used quietly, tone on tone or small, so the pieces feel like fashion first.
The website & launch
We designed a custom Shopify website that celebrates Monica's open definition of yoga and sells her apparel and accessories. Omnisend sends emails and order notifications to her community, and Acuity Scheduling handles registration for her virtual classes. Email templates, launch reels and social assets kept the momentum going after launch day.
Result
IDOYOGA& launched as a lifestyle brand rather than a yoga studio with merch: a digital storefront, a class-booking hub and a growing community, all speaking with one confident voice.