Brand Tone

Inspirational, Mindful, and Rebellious

Brand Values

• •Sustainability & Ethics
• •Performance & Functionality
• •Community & Inclusivity
• •Aesthetic & Sensory Experience
• •Social Responsibility

Best Practices

• •Lead with the "Why," Not Just the "What": Start with the feeling or the mission (inclusivity, rebellion, joy) before diving into product features. Connect the technical specs (e.g., natural rubber) back to a core value (e.g., being kind to the planet).
• •Use the Language of the Community: Employ words like "kin," "family," "community," and "rebellion." Speak directly to the user's experience with phrases like "no pretence, no pressure" and "meet yourself where you are" to reinforce the brand's inclusive ethos.
• •Balance Inspiration with Authority: Pair aspirational and mindful language ("savasana dreams," "beautiful sanctuary") with confident, knowledgeable statements about the product's superior design and materials, reflecting the founder's expertise as a teacher.
• •Champion Your Values in Every Message: Every piece of copy is an opportunity to reinforce your core principles. Whether it's a product description or a social media post, mention sustainability, performance, or community to build a strong, consistent brand identity.
• •Ask, Don't Just Tell: Engage the community by asking questions in social media captions and emails. "How are you finding joy in your practice today?" or "What does 'wellness rebellion' mean to you?" This transforms your platform from a storefront into a conversation, truly building "kinship."

Social Perception

Perceived as high-quality and performant, Kin Yoga Mats are seen as an eco-conscious leader. The brand is considered authentic and teacher-approved, striking a balance between being aspirational and accessible.

Copy Examples

• •Find your joy, not the perfect pose. Wellness isn't about bending into a pretzel. It's about finding that small pocket of peace in your day. It u2019s about unrolling your mat and meeting yourself right where you are. No pressure. No pretence. Just you, your breath, and a space that u2019s truly yours. #TheWellnessRebellion #KinYoga
• •The Mat That Moves You. Made for a Practice That Frees You. High-performance, eco-conscious yoga mats designed by teachers to support every body. Welcome to the Kin family.
• •Tired of the wellness grind? So were we.
• •Grip That Holds. Values That Matter. Why choose between performance and planet? Our mats are crafted from sustainably sourced natural rubber for incredible grip and cushioning, all while being 100% PVC-free. We didn't stop there u2014every mat ships in plastic-free packaging. It u2019s time for a mat you can feel good about, inside and out.
• •More than a mat, this is your sanctuary. The PRO was born from a desire for a mat that felt as good as it performed. Its unique tri-layer cushioning protects your joints without sacrificing stability, while the smooth surface offers unparalleled grip from your first downward dog to your last. Made with the planet in mind, so you can focus on your practice.