Before & After: Naturopathica
by First name Last name on 04/06/2010 | 2 Minute Read
Elixir Design recently rebranded Naturopathica:
"Naturopathica, founded in 1995 and based in East Hampton, NewYork, reached out to Elixir to rebrand itself with a relaunch of its skinand beauty products. At that time, the line was carried by select highprofile spas around the country and sold direct online. Naturopathicaenjoyed a small loyal following but was frustrated by a fiercelycompetitive marketplace brimming with false claims. Barbara Close,Founder and CEO, knew the brand was flying under the radar and suspectedthat the packaging’s home-grown look and misperceptions about theperformance of botanical skin care were factors that needed to beaddressed.
As part of our North Star process, Elixir conducted 1-on-1 interviewswith current & prospective customers and spa partners to helpNaturopathica understand how their brand was perceived. The findingsilluminated the gap between current perceptions and desired positioning,inspiring the company to undertake a comprehensive retooling ofeverything from product to packaging. The company reformulated many ofit’s products—replete with sustainable, certified-organic andwildcrafted ingredients—to earn ECOCERT certification, while Elixirdeveloped the elevator pitch and redesign of Naturopathica’s brandvisual language—including identity, business system, style guide andpackaging for nearly 100 products.
Elixir designed three custombottle shapes with emboss ofNaturopathica’s logotype. A custom color was applied to the remainingoff-the-shelf containers providing consistency across 48 retail skus."
See more photos and a Before after the jump.