Name and image that can exist individually and together in the form of product tags, web branding, banners and product branding (tabs, print)
Ecstatic Essentials is a brand on the leading edge of dancewear, specifically barefoot dance or Ecstatic Dance (ecstaticdance.org). This form of dance promotes freedom, union with spirit, ecstasy, non-fear, non-ego. It's my "yoga", with a funky/burner edge.
Our primary product is a minimal, black, leather and neoprene dance slipper that protects bare feet from blisters, while still looking sexy. Functionality, without compromising bad-ass style. Additional products are mostly jewelry - sexy body chains and head pieces.
Sold online and promoted directly (in person) to the Ecstatic and Conscious Dance communities, members of which are ready for products to address their specific needs.
Think West Coast burner (people who go to burning man - burningman.org)/hipster (http://www.urbandictionary.com/define.php?term=hipster)/futurist (http://www.urbandictionary.com/defi…m=futurist), yogi, mostly women, 25-45, simple, cool, not conservative, forward-thinking, edgy.
They are conscious people, concerned about each other and the planet. Some are into hooping (http://www.hooping.org), acro-yoga (http://www.acroyoga.org) and fire dancing (http://www.hongkiat.com/blog/30-cap…ng-photos/).
They represent a range - from dance enthusiasts who are at events on a weekly basis (perhaps multiple times a week) and have well-worn feet needing protection (calluses are sacred!)...all the way to new dancers or irregular dancers who have delicate feet, also needing protection (soft feet are sacred!). Some dancers are disillusioned clubbers who want to carry on getting the rave high but leave the drugs behind.
They listen a variety of music, but prefer Dub Step, Soul Electronic, deep house...
These are the kinds of places they hang out at:
See images of potential customers below.