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.
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Elixir is excited to be working with prAna on their brand visual language, to be unveiled soon in all channels: new website, retail graphics, packaging, and the company’s first direct-to-consumer catalog. The 17-year old brand, based in Vista, CA, is a longtime purveyor of apparel & accessories for yoga and climbing, as well as activewear—all with a bohemian bent.
The catalog will complement prAna’s website—which just launched today, designed & developed by our colleagues at Gorilla, the Chicago-based e-commerce gurus; retail partners (including REI, Athleta, independent yoga studios and climbing gyms throughout the country); and, prAna’s own flagship store in Boulder, CO. We love the new Fall line and encourage you to take a look. The Fall 2010 catalog will arrive in mailboxes later this month.
Athleta has been acquired by the Gap after a decade of designing women’s athletic apparel. The purchase was completed last Fall, and Athleta’s website recently relaunched under the Gap umbrella of brands…
Elixir worked directly with Athleta founder Scott Kerslake from the earliest days, collaborating on the name and creating the still-in-use identity. Also, Elixir’s catalog concept supported initial fundraising efforts. Over the next seven years Elixir evolved the brand’s strategy, catalog design, and art direction. Back in the late 90s, both the nascent brand and its catalog were innovative, providing a new perspective by focusing on the confluence of performance and fashion.
Our congratulations to Athleta on its splash into the big brand pond. Go team!
Elixir has recently begun to work with Tea, a globally-inspired children’s clothing company. Dual objectives are to better align the Tea catalog with their brand and to integrate “best practices” to increase profitability. Since its start in San Francisco in 2002 “with three pima cotton sweaters,” Tea has developed two lines that are now sold in over 500 stores around the world (including Bloomingdale’s, Barneys New York, Neiman Marcus, and Takashimaya). Creative consulting will encompass a voice guide, design templates, photography direction, and other recommendations for infusing the catalog with the essence of Tea.
The new Sundance Almanac: A Catalog for Men. Elixir worked with Sundance to introduce an expanded offering of men’s apparel and accessories. The design is classic, rugged and warm—like a grey merino Henley wool sweater. The Holiday 2008 book shipped mid-October as a bind-in to the main Sundance catalog. Selected shoppers {The A-for-Almanac List} will receive it as a self-mailer. For cozy shopping, all items are also on the web.
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Shot in New Orleans, the Sundance Spring Catalog is now “in home.” Here is a behind-the-scenes look at the shoot, along with resulting final covers. More »
