Brand Tone

Nurturing, Inspirational, and Mindful

Brand Values

• •Service & Compassion
• •Transformation & Evolution
• •Authenticity & Integrity
• •Community & Unity
• •Holistic Well-being

Best Practices

• •Lead with the ‘Why’: Always connect products back to the core mission. Instead of just describing what a product *is*, explain how it *supports* the customer’s practice, well-being, or journey of self-discovery.
• •Use Mindful Language: Incorporate words that reflect the brand's tone, such as "support," "nurture," "inspire," "awaken," "conscious," and "transform." Avoid aggressive sales language like "Hurry!" or "Last Chance."
• •Emphasize the Non-Profit Angle: Subtly remind customers that their purchase is an act of service. Phrases like "Your purchase gives back" or "Shop with purpose" reinforce the brand's core values and differentiate it from purely commercial competitors.
• •Speak with Compassion: Write as if you are a kind, knowledgeable guide. The copy should feel welcoming and inclusive, designed to empower the reader rather than pressure them.
• •Maintain a Calm, Uncluttered Voice: Keep sentences clear, concise, and purposeful. The writing style should mirror the mental clarity that yoga and meditation aim to cultivate. Avoid jargon where possible, and when using Sanskrit or yoga-specific terms, provide brief, accessible explanations.

Social Perception

The public perceives the Kripalu brand, and by extension its online shop, as a highly reputable and authentic leader in the yoga and wellness space. It is widely considered the largest and most established retreat center of its kind in North America, lending it significant credibility. Visitors and customers feel a deep connection to the brand, often describing their experiences as magical, life-changing, and deeply restorative. The non-profit status is a key differentiator. Customers understand that their purchases support a larger educational mission, which builds trust and goodwill. The shop is seen as a "well-oiled wellness machine" offering a curated selection of high-quality resources, especially its books and yoga props.

Copy Examples

• •Find your stillness. Our Dharma Meditation Cushion provides the gentle, firm support your body needs to settle into deeper, more restorative meditation. Mindfully crafted with natural materials, each cushion is a simple invitation to connect with your practice and discover the quiet space within. Your purchase supports the Kripalu mission to bring the transformative power of yoga to all.
• •A moment of peace, delivered to your door.
• •Tools for the Path Within. Support your journey of self-discovery with resources curated by Kripalu. Every purchase helps fund our non-profit mission.
• •The practice of yoga extends beyond the mat. It’s in the quiet moments, the mindful breaths, and the conscious choices we make. The Kripalu Shop offers resources to support your yoga-inspired lifestyle, from props that perfect your posture to books that deepen your understanding. Explore the collection through the link in our bio. #Kripalu #YogaLifestyle #MindfulLiving #ConsciousCommerce
• •Explore Mindful Resources