Brand Tone

Inspiring and Encouraging, Supportive and Inclusive, Conscious and Mindful, Authentic and Approachable, Positive and Uplifting

Brand Values

• •Sustainability and Eco-Consciousness
• •Performance and Quality
• •Inclusivity and Self-Acceptance in Yoga
• •Well-being (Mental and Physical)
• •Community and Connection
• •Mindful Consumption

Best Practices

• •Lead with "Your Practice, Your Story": Incorporate this motto or its sentiment frequently. Focus on the individual's journey and self-expression rather than prescriptive instructions or elite performance. This reinforces inclusivity.
• •Always Weave in Sustainability: Whether it's mentioning the tree-planting initiative, the eco-friendly materials, or mindful production, ensure the brand's commitment to the planet is a consistent thread. This appeals to conscious consumers.
• •Use Encouraging and Supportive Language: Avoid jargon that might alienate beginners. Use words that uplift, empower, and reassure (e.g., "support," "encourage," "welcome," "your unique journey").
• •Highlight Both Performance and Purpose: Balance the technical benefits of the mats (grip, size, quality) with the deeper purpose (well-being, community, eco-consciousness). This shows a holistic approach.
• •Maintain an Authentic and Human Voice: Share the founder's passion, customer stories (with permission), and behind-the-scenes glimpses where appropriate. Avoid overly corporate or detached language. This builds connection and trust.

Social Perception

Trusted and Reputable, Eco-Friendly Champion, High-Quality Performer, Authentic and Purpose-Driven, Community-Oriented

Copy Examples

• •Headline: Find Your Flow. Plant a Future. Body: Every Fable Yoga mat offers superior grip for your practice and plants a tree for our planet. Move with intention, knowing you’re supported from the ground up, and giving back with every breath. Your practice, your story, our shared earth. #FableYoga #SustainablePractice
• •Headline: More Than a Mat. It's Your Space. Body: Sleek, eco-conscious, and designed for every body. Our mats give you the extra room and unwavering grip to explore your unique yoga journey—no judgment, just pure, supported movement. Discover the Fable difference. [Your Practice, Your Story. Printed on every mat.]
• •Headline: Wobbles Welcome. Growth Guaranteed. Body: At Fable, we believe the real magic of yoga isn't in the perfect pose, but in the practice itself—the falls, the wiggles, the stillness. Our eco-friendly mats are here to support you through it all. Unroll your story. #FableYoga #YogaForAll
• •Headline: Consciously Crafted. Kindly Made. Body: From sustainable natural tree rubber to planting a tree with every purchase, we're committed to a kinder world. Experience the Fable mat—good for your practice, good for the planet. #EcoYoga #ProductsWithPurpose
• •Headline: Your Mat Should Inspire, Not Hinder. Body: Tired of slipping and sacrificing your focus? Fable mats offer unparalleled grip and generous space, so you can delve deeper into your practice. Made with the earth in mind, because your well-being and the planet's go hand in hand. #PerformanceYoga #MindfulMovement