Big Fish Co. brand evolution
Big Fish is a yoga and lifestyle brand that I helped create in 2010. Today, it's a thriving business that brings physical, mental, emotional & creative wellness to it's subscribers across the globe. What began as a small venture fueled by a love for yoga and wellness has grown into a multifaceted resource for anyone to live a healthier life. Today, Big Fish can be accessed through in-person community events, at home yoga trainings, and a podcast. Along the evolutionary journey of this brand I've been there to help shape creative direction and design from the beginning.
During the pandemic in 2020, yoga studios everywhere took a hit. Yoga classes rely on heavy breathing, sweat and participants working through the poses close together. So, in 2021, the brand was reimagined. Instead of relying on in person, yoga only classes, the brand has expanded to focus first and foremost on service to the community. The company shifted to a subscription based strategy that included in-person and virtual yoga classes, teacher trainings, community events like concerts, speaker series', and a podcast that highlights creatives in the community.
The brand now has the strategy and flexibility to not only weather the pandemic, but also, and more importantly to also serve and inspire so many people, living up to their brand promise.
The new logo is exactly a representation of that, a hand supporting and serving, a sun honoring all seasons and environments, (in-person, virtual, etc.) and a nod to the legacy logo with the fish that is energetic and empowered.
Logo update in 2019: simply a modernization of the legacy logo by flattening and simplifying details.
The legacy logo is a bright, light-hearted shape with a nod to the beach, flexibility and movement
Original landing page design
The original storefront opened in Jacksonville Beach, Florida in 2010. This new location opened in 2016 in Ponte Vedra, Florida
These are several examples of program logos used at the studio and outside in the community.
Labels for retail sales & products. Big Fish loves to feature seasonal apparel, cups, water bottles, towels, and other fun yoga gear.
Program posters featuring membership programs and opportunities from improving your yoga practice, to ordering organic produce.