Brand Tone

Empowering, Supportive, and Community-Focused.

Brand Values

• •Quality and Performance
• •Community
• •Empowerment
• •Accessibility and Local Pride
• •Sustainability and Consciousness

Best Practices

• •Use "You" and "Your": Always address the customer directly. Frame benefits around their practice, their comfort, and their goals to make the message personal and relatable.
• •Focus on the Feeling: Go beyond technical specs. Instead of just saying a mat has "good grip," describe the feeling of confidence and stability it provides. Sell the empowered feeling, not just the product.
• •Speak the Language of the Community: Use words like "flow," "practice," "zen," "journey," and "community." This shows you understand the target audience's lifestyle and values, building authenticity.
• •Lead with Verbs: Start sentences with strong, inspiring action words. "Find," "Elevate," "Own," "Discover," and "Transform" are more powerful than passive descriptions.
• •Show, Don't Just Tell: Incorporate user testimonials and stories into the copy. Phrases like, "Our community calls it a game-changer for a reason..." or sharing a direct quote builds social proof and trust.

Social Perception

Light is perceived very positively as a high-quality, reliable, and aesthetically pleasing local brand. Customers see it as a "game-changer" in the local market, offering products that rival the performance of well-known international brands at a better price. The brand is respected for its strong community focus and its empowering message. It is viewed as a go-to choice for serious yoga practitioners and fitness enthusiasts looking for gear that performs well and looks good.

Copy Examples

• •Find your anchor. Our Premium Yoga Mat features a reformulated PU-rubber for an unrivaled grip that holds through the sweatiest sessions. Stop slipping, start flowing. Your practice will never be the same.
• •Designed to move with you, support you, and empower you. The new Grace Tank Top features a built-in bra and breathable fabric that lets you focus on your strength, not your clothes. Own your workout.
• •Your journey is our journey. We love seeing our community grow, flow, and glow together. Tag a friend who inspires you to get on the mat and let's spread the light! #LightActivewear #LightCommunity
• •Tired of your towel bunching up during hot yoga? The Perfect Grip Towel is designed to lock onto your mat, providing a stable, sweat-absorbent surface. Master your focus from the first pose to the last. Shop now and transform your practice.
• •From the yoga studio to your weekend coffee run. Our 'Anne' Double Strap Sports Bra offers the perfect blend of style and support, with removable pads for custom comfort. Because your active life doesn't stop when your workout does.