The design challenge was to brand and market Asana, a new yoga studio and shop located in the Commercial Drive area of Vancouver. Asana will offer classes by donation and an affordable line of locally–designed and produced clothing and gear.

The primary target audience is comprised of 75% women and 25% men, aged 18–34, living in the Metro Vancouver area, while the secondary target audience is comprised of 75% women and 25% men, aged 35–49, also living in the Metro Vancouver area.

The finished designs encourage individuals who might see yoga as an expensive luxury to pay not only what they can afford for a class, but what they believe the class is worth to them; while creating demand for affordable, locally–designed clothing by working with emerging and established local designers.