Amoči is a company that removes back pain, they are NOT chiropractors or physiotherapists, who require clients to have repeat, ongoing treatment. They use Alexander Technique (a form of education that is applied to recognise and overcome reactive, habitual limitations in movement and thinking). It makes you more aware of your posture and movement, giving you a 'manual' to drive your body. The brand promise is to help free the person from the bonds of back pain that are holding them back from having a normal, active life.
The target audience is active men and women in their 40’s who are suffering from back pain which is stopping them form participating in activities they love (surfing, walking, gardening, running...).
They worry about aggravating their back pain, fear holding them back from a life of freedom to do what they want.
Amoči - part of a Sanskrit word meaning liberation/releasing from bonds it has a caron over the č to indicate the pronunciation, spoken as: a-mo-chi
Chi is also the circulating life force whose existence and properties are the basis of much Chinese philosophy and medicine. It symbolises balance, and is in the Taichi logo, the yin and yang. Amoči helps you be at one with your body, totally balanced.