A down-to-earth brand for an online yoga instructor

Cheryl MacDonald is an inclusive, not scary, totally normal yet heavily qualified yoga instructor and founder of YogaBellies® and the Birth ROCKS Met.

We knew right away that we wanted the design to suit Cheryl’s personality to a T - down-to-earth, innovative and welcoming for ALL women.

We had so much fun planning out textures and curating patterns that suited Cheryl’s pragmatic fluid style, including molten blue agate, liquid gold, and cracked opal. For the typography, we carefully picked out fonts that contrasted this balance of traditional yoga practice with a modern feminine twist, combining the casually chic Saudagar brushstroke font with the clear, uncomplicated and utilitarian Montserrat.