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Via Verano is a Los Angeles-based lifestyle brand influenced by yoga culture. Strange Practice worked with owner and principle designer Caroline McAlister to craft a suite of brand assets that can be applied wherever her work takes her.

Brand Identity
A vintage advertisment for Land Rover
A vintage advertisment for Land Rover
Two kayaks in a river at twilight shown as an example of The Blue Hour

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Primitive modernity

Via Verano's ever-changing products range from meditation pillows to organic tees — all handmade, all with a hippie bend, all focused on clean lines and a high level of utility and functionality. Every piece of the brand's identity reflects that juxtaposition. Rather than leaning on primitive illustration or wacky 60s typography, a minimal and modern approach takes the lead — understated and approachable luxury. On-trend without trying. The labeling system can expand or shrink to accommodate any product or collaboration Caroline dreams up.

Full case study coming soon

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