The client is a yoga accessories company whose products are sold via their website. Their brief was to write engaging long-form blog articles to promote their japamala range and educate/inspire their customers.
Their ideal client is a Western yoga practitioner who wants to practice as authentically as possible and learn more about the roots of yoga. They needed copy that was both incredibly easy to understand and fun to read, as their previous articles were very long, serious, and challenging to digest. The tone needed to be fun, playful, and conversational.