Headwind Yoga, led by Kiley Fiddis, is a stand-up paddleboard yoga studio. But more than a studio, Headwind serves as a regular reminder for people that they have the freedom to be themselves.

Kiley approached Backcountry with the idea to develop a yoga brand (independent of Frontenac Outfitters) that was accessible to anyone willing to try and would take people beyond the mat. She believes yoga isn’t about being flexible, ‘in-shape,’ or exercising. You don’t have to be a “yogi” to experience its benefits. You only need to show up as who you are today, breathe and be kind to yourself.

Headwind is a unique name unlike the many cliché names within the industry. We decided on Headwind because a headwind slows you down; it also causes waves. It’s certainly not calm, and neither is life. You can’t control life any more than you can control the wind. That is why we believe it’s essential to slow down and learn to float.

Next, we designed an identity system that reflected the meaning behind the name. We designed a mark to symbolize the ebb and flow, illustrated by the wind and wave icon within the logo representing cause and effect. Wind causes waves just as life causes stress. Like the wind, we cannot control life, but we can choose to slow down and learn to float.

The wind and wave illustration is set within the “H” monogram, atop the “i” in the wordmark and in the middle of the primary logo. The typeface has an organic, homemade feel with an undeniable romance balanced with aspects of traditional typography. Its harmonious style is fitting for the brand’s natural and down-to-earth tone.