Brand Tone

Motivational, stylish, and minimalist, blending an empowering and aesthetically conscious approach. It feels both aspirational and accessible, reflecting high-performance functionality with sleek design.

Brand Values

• •LIF.T (Community & Empowerment)
• •LIF.E (Healthy Lifestyle)
• •LIF.X (Adaptability & Self-Betterment)
• •Functionality and aesthetics are not mutually exclusive

Best Practices

• •Lead with "Empowerment through Style": Every piece of copy should connect the product's functionality back to the user's personal style and feeling of empowerment. Use active, motivational language.
• •Maintain a Minimalist Vocabulary: Just like the product design, the language should be clean, direct, and uncluttered. Avoid overly technical jargon or complex sentences. Short, impactful statements work best.
• •Speak to the "Why": Don't just sell wearable weights; sell the confidence that comes from using beautifully designed gear. Connect with the customer's desire to integrate wellness seamlessly and stylishly into their life.
• •Use "LIF." as a Verb: Incorporate the brand's core pillars by using phrases like "LIF.T your community" or "Live the LIF.E" to build a unique brand lexicon and reinforce values.
• •Stay Visually and Tonally Aligned: Ensure that the copy always matches the clean, aspirational, and minimalist aesthetic of the brand's visuals. The words and images should tell the same cohesive story of modern, stylish wellness.

Social Perception

LIF. Active is perceived as a niche player in the athleisure market, targeting style-conscious consumers seeking fitness accessories that extend their personal fashion. It's seen as a modern, design-focused brand that solves the problem of clunky, unattractive fitness accessories, offering a blend of fashion and function with a clean, minimalist aesthetic.

Copy Examples

• •Elevate Your Every Move. Your workout is an expression of your strength. Your style should be, too. The LIF. Twins are designed to blend seamlessly with your look, adding a touch of sleek, minimalist resistance to your daily routine. Functionality that feels like fashion. #LIFactive #WearableWeights #MinimalistFitness
• •Designed for Movement. Styled for Life. At LIF. Active, we believe your fitness accessories should be as stylish and dynamic as you are. Discover our collection of wearable weights and accessories that empower your workout and complement your life.
• •More Than a Workout, It's a Lifestyle. Welcome to the LIF. community. We're a group of thinkers and doers dedicated to lifting each other up. This week, we're inspired by the power of consistency. Whether it's a 10-minute walk or a full-body session, every effort counts. How are you staying active today? Share your journey with #LIFactive.
• •Finally, Workout Gear You Won't Want to Hide. Tired of bulky, unattractive fitness accessories that clash with your style? We were too. That's why we created LIF. Active—wearable weights so stylish, they double as bracelets. Add effective, hands-free resistance to any activity, from yoga to your morning walk. Shop the future of fitness.
• •The LIF. Twins: Add a layer of hands-free resistance with the LIF. Twins. Engineered for a perfect fit and crafted with a minimalist aesthetic, they provide the ideal resistance to intensify any workout or daily activity. From pilates to running errands, empower your movement without sacrificing an ounce of style. Feel the burn, elegantly.