Based in Dubai, the young startup Middle Earth LLC needed a compelling identity for their initial product offering of yoga towels. In a marketplace filled with faux-ethnic yoga products, we thought that a product made with the latest materials, should also feel fresh and lively so, working with their choice of name, we developed a modern identity for the Modus brand.

The resulting Modus triangle is inspired by the principles of flexibility, balance and movement. The towels themselves are designed in elegant colour combinations that help focus one's practice on the mat and don't distract with elaborate visual elements.

Our role: Visual Identity, Branding, Packaging Design