Brand Tone

Aspirational & Empowering, Chic & Sophisticated, Mindful & Serene, Welcoming & Community-Oriented, Authentic & Passionate

Brand Values

• •Well-being & Holistic Health
• •Quality & Technicality
• •Eco-responsibility & Ethics
• •Community
• •Accessibility & Modernity
• •Passion & Authenticity
• •"Union" (YUJ)

Best Practices

• •Embrace "Urban Zen": Always balance the sophisticated, stylish Parisian element with the mindful, serene, and accessible nature of yoga. Copy should feel both elevated and inviting.
• •Highlight the "Why" (Values): Weave in core values like eco-responsibility, quality, community, and the transformative power of yoga into product descriptions, social posts, and narratives.
• •Speak the Language of the Community: Use empowering, inclusive, and encouraging language. Address both seasoned yogis and newcomers, making everyone feel part of the YUJ experience. Terminology should be authentic to yoga but explained or contextualized where necessary for broader appeal.
• •Sensory & Experiential Storytelling: Describe the unique YUJ experience – the feel of the fabrics, the ambiance of the studios (warmth, candlelight, music), the feeling after a class. Use vivid language that appeals to the senses.
• •Maintain Authenticity Through the Founder's Voice: Channel Hélène Duval's passion and her mantra "Live every day like the best". Let the copy reflect a genuine love for yoga and a desire to share its benefits, aligning with her story of transforming her passion into a thriving, ethical business.

Social Perception

Premium & Stylish, Innovative & Unique, Effective & Transformative, Eco-Conscious Leader, Community-Focused, Founder-Driven

Copy Examples

• •YUJ Paris: Where Parisian Chic Meets Inner Peace. Discover our eco-conscious yoga wear, designed in the heart of Paris for your urban practice. Flow with style, breathe with intention. #YUJYourJourney
• •Step into the Glow: Experience Yoga in Our Infrared Sanctuaries. Unwind, detoxify, and deepen your practice in the unique warmth of our candlelit infrared studios. More than a class, it's a YUJ transformation. Book your escape.
• •The Art of Union. The Heart of YUJ. Crafted with passion and sustainable materials, our collection is an invitation to connect – with yourself, your practice, and our vibrant community. Feel the difference.
• •From Paris, With Mindfulness. Your Mat Awaits. Embrace the YUJ lifestyle with our online platform, bringing our signature flows and serene studio vibes directly to your home. Quality, comfort, and community, wherever you are.
• •More Than Asana: It’s a Way of Life. Join Hélène Duval and the YUJ family in redefining wellness. Our eco-responsible apparel and transformative studio experiences are designed to empower your journey, on and off the mat.