Nick Baines Yoga brand identity

This is a brand identity for a local yoga teacher. Nick is deep into yoga, but doesn't really fit into your stereotypical idea of a yogi, and he wanted to avoid that at all costs. 

"I feel like I have this scruffy edge. When I started doing yoga, I was really put off by all the woo-woo shit and everything felt overly spiritual. It's a lot to wade through. I just want to kind of present an easier, more practical way in, you know."

Nick's an old skateboarder, surfer, and into a lot of the old Beautiful Losers art scene. We spoke about favourite skate videos from the past, while we found the kind of styles that he liked the most. The thing is, and this happens often, Nick wasn't actually sure of what he wanted. This poses a double edged sword. One the one hand I get to have a lot of room for creativity, but that doesn't give me any framework. So it's easy to go off on a tangent. 

In our conversations Nick mentioned how he used to do street art back in the day, paintings, sticker bombs and paste-ups of clouds. So it's a theme I brought in for him and he was hyped on the finished work.

"So stoked on all of this. Love that you brought the clouds in there and the whole vibe from the set is just what I wanted to get across (but couldn't find the words). It feels very me, so stoked - and not a yin yang, or lotus flower in sight. Thanks man."