lululemon athletica is one of the world’s leading activewear brands, defining the athleisure category with its high-performance, yoga-inspired technical athletic apparel for women and men. The company goes beyond retail to function as a holistic lifestyle brand for a devoted following of consumers who apply its vision of wellness to their everyday practice of yoga, running, working out, self-care and mindfulness.
This is captured in the lululemon manifesto, a graphic representation of the brand’s core values.
The newly designed manifesto showcases Lululemon’s long-standing brand values across nine themes, including: integrity, personal responsibility, social impact, honesty/authenticity, overcoming fear, greatness, purpose, elevating the world (even on hard days), fun + laughter, sweat + the practice of yoga.
The manifesto in itself is designed with no less than four contemporary typefaces, namely: SangBleu Empire, Druk, Messina Modern, and Cut. Calibre, lululemon’s brand font, is also used sporadically in smaller sizes. All those typefaces are combined in Tetris-like playful composition, creating a type-filled pattern. This pattern has been applied on many products from the brand, ranging from retail ones (yoga pants, sports apparel, sports bottles, etc.) to promotional ones (shopping bags, shipping boxes, shop window fronts).