Asana Yoga

Project Brief: Develop a fictitious company and do market segment research to fully flesh out the company's mission, values, target audience, and more. Subsequently create 3 fabrics that will be launched by the company you have developed. The fabrics should have contrast between them, yet also work together as a cohesive system. Develop the company in full; create a name, logo, company mission and values, identity system, and business system.

Solution: The company that I created was Asana, a yoga company built on the ideals of mindfulness, power, and connectedness. There are a very large number of people who consider themselves to be "aspirational yogis" â€”people interested in trying yoga. Many companies that already exist such as Prana and Lululemon market more towards people like yoga instructors, studios, and more advanced yogis. With Asana I wanted to create a company that would appeal to the beginners and aspirational yogis. With my textiles I focused on the fluidity and power within yoga. There are wavy, flowing patterns throughout the designs, and bold bright purples mixed with more calming navy.