TRIBE by VINAYA
In October 2016, VINAYA launched its TRIBE to ignite a global community to 'practice presence in the digital age' and experience our brand offline.
With a purpose to bring together like-minded individuals who value mindfulness and intentional living, I wrote a manifesto to grow a community that we at VINAYA had naturally laid the foundation for. The TRIBE also played into our launch strategy for our ALTRUIS X connected bracelet range.
The official tribe launch was marked with an intimate invite-only sound meditation experience under the railway arches of East London. We invited immersive gong sound bath musicians Tim Wheather and Cherub, who led us through a truly unique meditation experience, followed by healthy cocktails by Nix & Kix and delicious raw vegan bites. Our Founder/CEO addressed people in the room with a talk about the importance of digital balance, and how VINAYA's mission played into that.
On the way out the door, guests were gifted with a special box promising to take them on a 21 day journey, each day inspiring them with 21 mindful minutes. Each day, guests were surprised with a piece of inspiring content mimicking an offline experience of our digital product, which was announced on the 21st day.