As lululemon has grown as a lifestyle brand, it has started looking for new ways to connect with its customers through products and experiences. One such initiative is lululemon practice, the company's first loyalty program.

The brand identity for the program centres around a new custom-designed stencil version of the lululemon brand typeface called Calibre practice Light. The typeface forms the basis of key expressions of brand voice as well as graphic indicators like numbers. It features across all brand applications as well as within orbital circular patterns that evoke movement, energy, flow and repetition, all core elements of one’s yoga or fitness practice.

Members who join practice receive a welcome box that provides a “tool kit” for their personal practice. The practice typographic patterns cover the exterior of the kit, blind debossed in a silver foil. The box itself is constructed of a tactile, uncoated heavy-weight card stock and easily opens and reseals with a magnetic closure. Inside, members find the gift of a piece of apparel customized for their city and a set of personal development cards with daily exercises that help them on their path to self-development and mindfulness.