Client
Aura Mia - Australia - 2021
Brief
Aura Mia is an Australian yoga brand that embraces the concept of the art of being. Aura Mia combines yoga products, owner-created artworks and yoga seminars, all while promoting sustainable practices.
Role
UX & Web Designer.
Challenge
Create a visual experience for an audience that values art, personal wellbeing and sustainability and optimise the user experience for an eCommerce platform.
Outcome
Developed their product from concept to the product experience, including the design of the brand, an eCommerce website using WordPress, product packaging design, social media strategy and marketing campaigns for product launch and activation. Conducted market research, user research, information architecture analysis and user testing to validate the website's user experience.
Branding
Colour palette
Logo Variations
Fonts
Aa
Title
Playfair Display
Aa
Subtitle
Notera
Aa
Primary
Montserrat
Organic shapes and colours inspired by nature are used in the design of the yoga mat products, reinforcing the brand identity.
"Aura Mia wants to create consciousness for our planet. This is why we choose sustainable materials to work with"
Integrated QR code in thank you labels that leads the audience to an exclusive guided meditation. This takes the user to their first practice with Aura Mia.
eCommerce Website
Custom icons are used to evoke a handmade atmosphere that appeals to the essence of the brand. High contrast and classic typography create the visual language of the brand.
Lifestyle photography, taken mostly in open areas, connects directly with the wellbeing-conscious audience.
Mobile-friendly eCommerce provides an optimal experience.
A cross-selling strategy is employed at the checkout process to encourage additional purchases of related products that appeal to the yoga-loving audience.
Marketing Collateral
Social Media
Instagram Puzzle Feed created from the colour palette of the yoga mats, combined with lifestyle pictures and motivating mindfulness quotes.
Launch Invitation
Launch Event
The Aura Mia launch event took attendees on a magical journey where art, music and wellbeing vibes served as an open invitation for participants to explore and connect with the art of being.