As a brand lululemon is more than just athleisure wear, its a lifestyle brand. They’ve built a community of devoted consumers focused on more than just fitness but the holistic idea of what it means to practice wellness in all aspects of life. The lululemon manifesto is a graphic representation of this mindset, the brand’s core values.
The manifesto is synonymous with the brand and is used across all its applications; the shopping tote bags, store fronts or murals, brand screens, gift vouchers to name a few.
The design of the manifesto was to work in a number of different formats; small (gift cards), large (store mural walls), vertical (brand screens), wide (hoarding) etc. By putting a lot of thought into how we might approach this we were able to create not just a design but a system that would allow this flexibility. We developed a grid that was broken into 9 boxes and designed into different ‘densities’ within those so the boxes could be stacked differently or rearranged to satisfy this.
The manifesto was animated as individual messages as well as the full manifesto zooming in and out of each message for brand screens and social media postings.