Tangle
DELIVERABLES: PACKAGE DESIGN, LOGO DESIGN, VISUAL IDENTITY SYSTEM, BRAND GUIDELINES, MOCKUP DESIGN
Brand Feel:
Tone: Warm, heartfelt, and inspirational.
Visuals: Minimalist with organic, flowing shapes and earthy tones.
Message: Encourages a deeper connection between the mind and body, emphasizing self-care and the journey within.
Personality: Empathetic, authentic, grounded, and uplifting.
Target Audience:
Primary: Yoga practitioners of all levels (beginner to advanced) who value the emotional and physical aspects of their practice.
Secondary: Wellness enthusiasts, fitness influencers, and individuals seeking holistic mind-body experiences.
Demographics: Ages 25-45, predominantly women, middle-to-upper income, interested in health, mindfulness, and sustainability.
THE BRIEF:
Tangle is a passion project focused on crafting yoga mats that intertwine functionality with heart. The brand emphasizes the “twisting and tangling” essence of yoga, resonating with the idea that our hearts are the true center of every practice.
CHALLENGE
In a crowded yoga mat market, Tangle needed a distinctive brand identity that highlighted its core message of “heart-centered practice.” The challenge was to create a logo and visual system that communicated both the emotional depth and physical rigor of yoga while standing out from competitors.
SOLUTION
Logo Concept: Inspired by the intertwined nature of yoga, the logo features a heart subtly integrated into the “T” of Tangle, symbolizing the emotional and physical unity in every pose.
Color Palette: Soft, earthy colors to evoke calmness and connection with nature.
Typography: Gleffy font, chosen for its organic, slightly playful curves that echo the fluid movements of yoga.
Visual Language: Created a set of brand guidelines that included patterns and illustrations reflecting the natural flow of yoga poses and the internal “tangle” of emotions we work through on the mat.
RESULTS
While still in the early stages, Tangle’s brand identity has already garnered positive feedback for its meaningful and differentiated approach. It sets a strong foundation for future growth and connection with its audience.
