Founded in 1995, Naturopathica enjoyed a small loyal following. Nevertheless, CEO and founder Barbara Close knew the skincare brand was flying under the radar and suspected that the packaging’s home-grown look, coupled with misconceptions about the performance of botanical skincare were factors that needed to be addressed.
San Francisco-based Elixir Design conducted one-on-one interviews with current and prospective customers and spa partners to help Naturopathica understand how their brand was perceived. The findings illuminated a gap between current perceptions and desired positioning, inspiring the company to undertake a comprehensive retooling of everything from product to packaging. The company reformulated many of its products—replete with sustainable, certified-organic and wild-crafted ingredients—to earn ECOCERT certification, while Elixir developed the pitch and redesign of the brand’s visual language, including identity, business system, style guide and packaging for nearly 100 products. All collateral and packaging is made from 100 percent recycled fibers with a minimum of 35 percent post-consumer material.
San Francisco-based Elixir Design conducted one-on-one interviews with current and prospective customers and spa partners to help Naturopathica understand how their brand was perceived. The findings illuminated a gap between current perceptions and desired positioning, inspiring the company to undertake a comprehensive retooling of everything from product to packaging. The company reformulated many of its products—replete with sustainable, certified-organic and wild-crafted ingredients—to earn ECOCERT certification, while Elixir developed the pitch and redesign of the brand’s visual language, including identity, business system, style guide and packaging for nearly 100 products. All collateral and packaging is made from 100 percent recycled fibers with a minimum of 35 percent post-consumer material.
