Brand Tone

Welcoming & Inclusive, Energetic & Inspiring, Holistic & Conscious, Community-Focused & Friendly, Aspirational yet Accessible, Playful & Positive

Brand Values

• •Connection
• •Community
• •Well-being
• •Quality
• •Inclusivity & Respect
• •Joy & Passion
• •Mindfulness & Conscious Living

Best Practices

• •Emphasize 'Connection' and 'Community': Consistently weave these core values into all communications. Use words like 'together,' 'squad,' 'family,' 'join us,' 'your space.'
• •Use Welcoming and Inclusive Language: Ensure copy makes everyone feel invited and part of the TurF experience. Avoid jargon that might alienate newcomers. Highlight that 'all are welcome.'
• •Maintain a Positive and Uplifting Voice: Focus on the joy, energy, and positive outcomes of engaging with TurF, whether it's fitness, food, or shopping. Use active verbs and encouraging phrases.
• •Be Authentic and Relatable: Share real stories (with permission), highlight team members, and speak in a way that feels genuine and down-to-earth, even while being aspirational. Reflect the founders' passion.
• •Integrate the Multifaceted Offerings Smoothly: When appropriate, naturally mention how the studio, bistro, and shop complement each other to create the complete TurF experience, always linking back to the core idea of a holistic, connected lifestyle.

Social Perception

Positive Hub, Trendy & Kitsilano-Centric, Community Stronghold, High-Quality Offerings, More than just a gym/cafe

Copy Examples

• •Find your strength, find your squad. At TurF, every drop of sweat is a step towards connection – with yourself and the amazing humans around you. Ready to move, nourish, and belong? #OurTurF #SweatAndConnect #VancouverFitnessCommunity
• •Nourish Your Life. Our kitchen is where wholesome ingredients meet culinary passion. Delicious, plant-forward fuel for your body and soul. Good food, good mood, good company – that's the TurF way. [Link to Menu]
• •Mindfully Made, Just For You. Discover [Product Name] in our shop – thoughtfully chosen to support your well-being and simplify your beautiful life. Because taking care of yourself should feel good. #ShopTurF #ConsciousLiving
• •More Than a Workout. TurF is your space to connect, laugh, and grow. Join us for [Event Name] and experience the warmth of our community. Sweat, eat, shop, and most importantly, connect. #TurFLiving #VancouverEvents #CommunityLove
• •*(Scene 1: Quick fitness move) Caption: 'Your daily dose of energy!'*(Scene 2: Delicious smoothie being made) Caption: 'Fueling good vibes!'*(Scene 3: Friends chatting in the bistro) Caption: 'Where connections happen.'*Overlay Text: TurF: Sweat. Eat. Shop. Connect. #TurFVibes #VancouverLife*