prAna expands its vision with a new catalog

prAna brought Elixir in to estab­lish the brand’s visual lan­guage and, in tandem, to begin devel­oping prAna’s first direct-to-consumer cat­alog. The com­pany had built a loyal fol­lowing among climbers and yoga prac­ti­tioners who valued the brand’s authen­ticity. Without com­pro­mising the soul­ful­ness that defined its first 17 years in busi­ness, prAna wanted to attract a broader audi­ence of out­door enthu­si­asts, artists, and other “cul­tural cre­atives” to drive sig­nif­i­cant growth. The man­age­ment team described prAna’s desired revi­tal­ized brand posi­tion as bal­ancing “the thrilling ten­sion between mindful living and living on the edge.”

prAna’s pri­mary sales channel was through retail part­ners in over 40 coun­tries (from REI and Amazon to inde­pen­dent yoga stu­dios and climbing gyms). The com­pany wanted to increase direct sales, via a cat­alog to com­ple­ment its web­site and new retail out­lets, including prAna’s store-within-a-store in Santa Barbara — for which Elixir designed var­ious aspects of the in-store experience.

The Fall and Holiday 2010 cat­alog mail­ings include many prospec­tive cus­tomers unfa­miliar with the brand. To infuse the books with the spirit of prAna without sac­ri­ficing selling space, Elixir paired product and lifestyle shots with hand-crafted touches. These include hand-drawn shadows behind mer­chan­dise; hand-lettered titles and text; and the jux­ta­po­si­tion of illus­tra­tions by Jeremy Collins with images from a host of spe­cial­ized pho­tog­ra­phers: Andrew Burr, Mario Covic, Jeffrey Cunningham, Tim Kemple, Amir Magal, Ben Moon, Richard Seagraves, Boone Speed, Rich Van Every, and Jeremiah Watt. If you aren’t on the mailing list and would like to receive the Holiday issue, you can sign up here.

prAna’s new Santa Barbara store cel­e­brated its grand opening on October 25, 2010. Here are a few photos of the prepa­ra­tions — and illus­tra­tions — that set the scene.

Illustrator Jeremy Collins making his mark in the store.

Signage (designed by Elixir) paired with the company’s new expan­sive “tagline” — which also lives on the cover of the catalog.

The floor-to-ceiling chalk­board is great for announcing events and engaging the community.

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