Category Archives: Brand Strategy

What’s in store at Hlaska

Elixir began working with Hlaska in 2007, redesigning their web­site and cat­alog to align with the growing company’s new luxury posi­tioning. In 2008, Hlaska opened their first store on Fillmore Street in San Francisco. In antic­i­pa­tion of addi­tional store open­ings, Hlaska has recently asked Elixir to develop a brand visual lan­guage that will inform in-store col­lat­eral, pack­aging, and advertising.

Anthony Mazzei, Hlaska’s founder and CEO, recently had occa­sion to describe his ini­tial expe­ri­ence working with Elixir: “The first thing I noticed about Elixir is how much time they take to ask ques­tions to under­stand our brand. Elixir does not take the easy way, they don’t look for short­cuts.  They are so pas­sionate about our prod­ucts that the work feels seam­less, like they are part of our com­pany. They helped keep our goals both real­istic and ambi­tious. They are always on time, and every­thing they touch looks 50 times better than the orig­inal. They are worth every penny.”

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