SoulMat Yoga
A wellness brand reimagining yoga for curvy, soulful bodies
Before Snapshot
The founder had the vision: a virtual yoga platform for women who didn’t see themselves in the mainstream wellness space. But the messaging lacked clarity and power — it felt scattered between spirituality, body positivity, and product development.
Strategic Shift
We anchored the brand in its core values — balance, strength, and soul — and shaped a strategy around inclusivity without dilution. We named the brand SoulMat, defined its brand soul and origin story, and built messaging pillars that honored both the practice and the people.
After Glow
SoulMat is now positioned as a lifestyle brand and online studio rooted in joy, movement, and visibility. The voice is grounded, cheeky, and clear — and the strategy paved the way for digital offers, apparel drops, and skincare extensions.
“This isn’t just a yoga brand. It’s a whole vibe now. I finally feel like I have the words to explain what I do and why it matters.” — Tams Plaine, Founder
