Hugger Mugger

Fresh and “organic”, but rooted in the past, the warm FF Yoga was just right for Hugger Mugger, a well respected yoga equipment brand. (Ok, the typeface’s name didn’t hurt either.) The binocular ‘g’s in FF Yoga didn’t sit so comfortably next to each other and they overwhelmed the logotype, so Contact hired the typeface designer himself, Xavier Dupré, to create a simpler monocular ‘g’.

The pared-down packaging for yoga mats and other products features uncoated craft paper with just two inks: opaque white and a color representing each product line. The symbol in the mark is derived from the lotus, a flower that is obviously significant to yoga practicers. When it debuted in 2011, the new brand and packaging was showcased in Salt Lake City’s AIGA 100 show.