Elixir Design recently rebranded Naturopathica:
“Naturopathica, founded in 1995 and based in East Hampton, New
York, reached out to Elixir to rebrand itself with a relaunch of its skin
and beauty products. At that time, the line was carried by select high
profile spas around the country and sold direct online. Naturopathica
enjoyed a small loyal following but was frustrated by a fiercely
competitive marketplace brimming with false claims. Barbara Close,
Founder and CEO, knew the brand was flying under the radar and suspected
that the packaging’s home-grown look and misperceptions about the
performance of botanical skin care were factors that needed to be
addressed.
As part of our North Star process, Elixir conducted 1-on-1 interviews
with current & prospective customers and spa partners to help
Naturopathica understand how their brand was perceived. The findings
illuminated the gap between current perceptions and desired positioning,
inspiring the company to undertake a comprehensive retooling of
everything from product to packaging. The company reformulated many of
it’s products—replete with sustainable, certified-organic and
wildcrafted ingredients—to earn ECOCERT certification, while Elixir
developed the elevator pitch and redesign of Naturopathica’s brand
visual language—including identity, business system, style guide and
packaging for nearly 100 products.
Elixir designed three custom
bottle shapes with emboss of
Naturopathica’s logotype. A custom color was applied to the remaining
off-the-shelf containers providing consistency across 48 retail skus.”
See more photos and a Before after the jump.
Before (Above)
After (Above)
