Category Archives: Catalogs

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.”

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New vistas for prAna

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.

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Athleta goes for the Gap


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!


Tea Time

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.

’nac, ’nac. Who’s there?

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 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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