Brand Tone

Personal and Passionate, Approachable and Friendly, Supportive and Encouraging, Quality-Focused and Trustworthy

Brand Values

• •Passion for Pilates
• •Well-being and Health
• •Quality and Functionality
• •Customer-Centricity
• •Authenticity

Best Practices

• •Always Channel the Founder's Voice: Keep Courtney's personal story and passion for Pilates as the undercurrent of all communication. Write as if she's speaking directly to a friend or fellow Pilates lover.
• •Focus on "How It Helps" not just "What It Is": Connect product features to the benefits they offer the user in their Pilates practice (e.g., "maximum comfort and support" for the mats, "enhance your hygiene standards").
• •Be Open and Approachable: Encourage interaction. Use inviting language in calls to action, email sign-offs, and social media captions ("I'm just an email away," "We'd love to hear from you").
• •Emphasize Quality and Care: Subtly weave in reminders about the thought, research, and quality materials that go into the products. Mentioning "Designed in Australia" can add to this.
• •Maintain Authenticity and Transparency: Share the brand's journey, acknowledge customer feedback openly (as seen in the review response), and avoid overly corporate or impersonal language. This builds trust with a niche, community-focused audience.

Social Perception

Positive (among known customers), Niche Recognition, Low Mainstream Visibility

Copy Examples

• •Homepage Banner/Intro: "From Personal Journey to Pilates Passion. Discover Reformer mats and grip socks designed with love by a fellow enthusiast, here to make your practice even more joyful and supportive. Welcome to Onyx Active."
• •Product Description (Reformer Mat): "Feel the difference in every move. Our luxurious suede-top Reformer mats offer the perfect blend of cloud-like comfort and steadfast grip, inspired by my own journey to a pain-free practice. Designed in Australia to elevate your Pilates experience, one stretch at a time."
• •Social Media Post (TikTok/Instagram if activated): "That feeling when your Pilates gear just *gets* you. ✨ Our founder, Courtney, poured her heart (and countless hours of research!) into creating mats and socks that support your flow and spark joy. What part of your Pilates journey are you celebrating today? #OnyxActiveStory #PilatesLove #ReformerPilatesAustralia"
• •"About Us" Snippet for Social Media/Email: "It started with a sore back and a life-changing Pilates class! Now, Onyx Active is my way of sharing that incredible feeling of strength and well-being with you. Every product is designed with care, hoping to bring a little extra joy and support to your practice. Got a Pilates story? I'd love to hear it! - Courtney x"
• •Email Subject Line for Newsletter: "A Little Note From Our Founder + New Designs You'll Love!" or "Find Your Perfect Pilates Companion with Onyx Active!"