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10 OCT. 2018

Going Deeper Than the Buzz: Live Mindfully with the Mindful Company

Min Li Chan

Brand Strategy Team, Singapore

Although mindfulness is not a new concept, “mindful” practice has become increasingly popular in recent years. Mindfulness is defined by Dr. Kabat-Zinn, Founder of Mindfulness-based Stress Reduction (MBSR), a program that incorporates mindfulness to assist people with a range of conditions, as “paying attention in a particular way: on purpose, in the present moment, and non-judgmentally.” In essence, mindfulness involves the conscious and deliberate direction of our attention.

As it is, mindfulness seems to be exactly what we need in our increasingly connected and frantic world. Moments where we place a sole focus on our own well-being are becoming rarer. As a result, consumers are turning to meditation apps, wisdom quotes and wellness influencers on social media platforms to aid their mindful practices. Brands and businesses are also making moves to enter the space – through brand messages that prompt people to immerse themselves in the moment.

An example of a brand that embodied mindfulness in their messaging: Lululemon – ‘Let your mind run free’ campaign (2018)

In South-east Asia, we have The Mindful Company (TMC), which designs jewellery that are rich in meaning, quality and design. By using the 4 Facets of Brand Positioning, we can observe how the brand promotes mindfulness with its offerings. 

Vision: Inspiring and Encouraging Individuals to Live Mindfully

With people struggling to cope in a challenging work environment with daily deadlines and long working hours, the idea behind The Mindful Company brand was born. TMC’s accessories are meant as an encouragement; for one to love what matters most, as a homage to hope and kindness, and to recognise positivity in the daily grind. TMC commits to offer quality and meaningful products to purposeful individuals; inspiring them to celebrate the ups, downs and imperfections in life. 

Occasion: Meaningful Everyday Reminder

TMC produces jewellery that bring meaningful messages to life. The messages are reflected through the minimally designed accessories, styled to complement everyday life- when one looks down at his/her wrist for time, when one types on the keyboard at work, or when she looks herself in the mirror. It is a subtle and personal reminder for the wearer - to be and embrace positivity in every moment. 

Truth – Timeless and Minimalistic Design, Meaningful Expression

Meaningfully minimalistic is how TMC shapes its consumer’s brand experience. It is most evident in the design of the jewellery. Designed to be timeless and versatile, the products can be worn with other accessories, for multiple occasions. The minimalistic design also ensures that the message of each product does not overshadow the products’ design.

Furthermore, TMC’s packaging is also an extension of the “mindful” brand experience. Each product is packaged as a gift, which elevates the sense of “recognition of a moment” as one un-boxes the package. Consumers are first welcomed with a printed quote of “life moments” on the box, and thereafter a note which states the intended message for the product. The printed quote cues the symbolised expression of the product, and also serves as a displayed note-to-self. 

Examples of TMC’s Product Packaging

Beyond the accessories as a way of expression, TMC also carefully selects and curates aspirational content to its consumers through different channels. Some examples include social media posts on wisdom quotes, blog posts to share ideas about mindful living, and curated wallpapers for consumers to use as a digital reminder on their mobile. TMC does not consider itself as an jewellery brand, but a brand that promotes mental well-being and connects with consumers through meaningful expressions. 

Examples of TMC’s IG Post and Monthly Wallpapers

Personality: Passionate and Caring Supporter

TMC acts as the inner voice that encourages you to be present in the moment and offers you a shoulder to lean on when you are down. It is passionate, caring, supportive and reliable, just like the empathetic friend that you will constantly turn to for a listening ear.

Conclusion

Brands adopt diverse approaches to promote mindfulness; some through their marketing campaigns (e.g. Kitkat’s Have a Break), messaging (e.g. Lululemon) or product offerings (e.g. Headspace). As a young start-up, The Mindful Company has successfully penetrated Singapore’s lifestyle accessories industry with a brand that resonates strongly with consumers on an emotional and aspirational level. As the focus on mindfulness continues to grow in Asia, it is undoubted that the TMC flag will continue to fly high beyond the Singapore shore. 

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