Brand Tone

mindful, premium, and serene

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Mindfulness & Spirituality
• •Authenticity

Best Practices

• •Lead with ‘Why’: Always start from the core values. Every piece of copy should reflect the commitment to sustainability, mindfulness, or quality. Instead of just listing features, explain the intention behind them.
• •Use Serene and Intentional Language: Choose words that evoke a sense of calm, nature, and purpose. Use terms like "mindful," "grounding," "thoughtfully," "crafted," and "essential" to maintain a consistent, premium tone.
• •Embrace the "Slow Yoga" Philosophy: Actively communicate the brand's anti-consumerist stance. Write copy that celebrates durability and timeless design over fleeting trends, aligning purchases with a conscious lifestyle.
• •Tell a Story: Weave the founder's journey and the meticulous design process into the brand narrative. This creates an authentic connection and justifies the premium nature of the products.
• •Focus on the Sensory Experience: Describe how the products feel and smell. Use evocative language to highlight the texture of the Turkish cotton, the natural scents of the essential oil sprays, and the supportive cushion of the mats to immerse the customer in the Kinshē experience.

Social Perception

The brand is perceived as a producer of premium, reliable, and beautifully crafted yoga accessories that enhance the user's practice, consistently praised for high quality, effectiveness, and aesthetic appeal.

Copy Examples

• •More Than a Mat. It’s a Foundation. Sustainably crafted for the practice that grounds you.
• •Your practice connects you to your center. Your mat should connect you to the earth. Our Earthmat is crafted from 100% recyclable materials, designed for superior grip and a clear conscience. #KinshēYoga #SlowYoga #SustainablePractice
• •Tired of synthetic yoga gear? So were we. Kinshē Yoga re-imagines everyday essentials with sustainable materials like hemp and Turkish cotton. Experience the difference thoughtful design makes. Shop our collection now.
• •A Moment of Yin | Find Calm in Your Practice
• •Support your body, support the planet. Our dual-use Yoga Strap and Mat Carrier is hand-dyed in Los Angeles from 100% natural hemp—an antimicrobial fabric with the perfect balance of give and structure to deepen your stretches safely.