Brand Tone

Aspirational & Empowering, Premium & Stylish, Community-Focused & Inclusive, Supportive & Knowledgeable, Modern & Solution-Oriented

Brand Values

• •Accessibility & Inclusivity
• •Quality & Performance
• •Wellness & Wellbeing
• •Community
• •Innovation & Design
• •Convenience
• •Customer Focus

Best Practices

• •Emphasize "Accessible Luxury": Consistently use language that blends premium quality and design ("studio-quality," "beautifully crafted," "sleek design") with the practicality and inclusivity of home use ("fits your life," "for everyone," "wellness whenever you want it").
• •Foster Community & Inclusivity: Regularly use welcoming and inclusive language ("Join the FOLD," "Our Community," "For every body"). Encourage user-generated content and interaction. Highlight stories from diverse users.
• •Focus on Empowerment & Transformation: Frame the product not just as equipment, but as a tool for personal growth and achieving wellness goals ("Unlock your potential," "Revolutionise your wellness," "Your new wellness partner").
• •Maintain a Visually Cohesive & Aspirational Aesthetic: Ensure all written content is complemented by high-quality imagery and videography that reflects the stylish, modern, and aspirational nature of the brand. This visual tone should align with the verbal tone.
• •Be Solution-Oriented and Supportive: Clearly communicate how the Fold Reformer solves common problems (lack of space, time, intimidation of studios). Provide clear, helpful information and direct users to support resources like the app and customer service, reinforcing the brand as a knowledgeable partner in their wellness journey.

Social Perception

Highly Regarded Product, Investment Worth Making, Trendy & Desirable, Community Builder, Positive Brand Image

Copy Examples

• •Headline: Unfold Your Potential. Experience Studio-Quality Pilates, Beautifully Designed for Your Home. Body: Stop dreaming about a dedicated wellness space. The Original FOLD Reformer makes it a reality. Elegant, effective, and effortlessly stored, it’s your daily invitation to a stronger, more balanced you. Join the FOLD and discover wellness that truly fits your life.
• •Social Media Post (Image: Reformer in a stylish home setting): Caption: Your sanctuary awaits. ✨ The FOLD Reformer isn't just fitness equipment; it's a commitment to your wellbeing, designed to blend seamlessly into your life and home. Premium, practical, and oh-so-smooth. Ready to elevate your at-home practice? #FoldReformer #HomePilates #WellnessJourney #LuxuryFitness #SpaceSavingDesign
• •Email Subject: Welcome to the FOLD! Your Exclusive Community & First Workout Awaits. Body: Hello [Name], and a warm welcome to the FOLD community! We’re thrilled to have you. Your beautifully crafted reformer is just the beginning. Unlock a world of expert-led classes on the FOLD app, connect with fellow wellness enthusiasts, and start your journey to feeling your absolute best, inside and out. Your first 3 months on the app are on us! [Link to App]
• •Product Page Snippet: More Than a Reformer. It's a Revolution in Home Wellness. Crafted for performance and designed for life, the FOLD Reformer delivers the challenging workouts you love, without compromising your space or style. Experience the difference of premium materials, smooth transitions, and a supportive community cheering you on every step of the way.
• •Advertisement Slogan: FOLD Reformer: Studio Results. Home Comfort. Uncompromising Style.