Elixir’s 2017 clean packaging redesign mirrored the purity of the product, kept the focus on what was inside the bottles, and utilized vertical type for greater legibility on the tall boxes. After this relaunch, Arcona’s packaging was featured in countless publications, including Spa Magazine, US Weekly, Lucky, Marie Claire, Allure, Glamour, Women’s Wear Daily, OK!, and California Style.
Over time, the brand experienced profound growth, securing a place in major national retailers including Nordstrom and Sephora. That effort required more color and contrast, creating a unified system that both evokes and protects the company’s “signature:” active, cosmeceutical-grade ingredients, cold-processed in small batches to maintain their integrity.
The first packaging designs spoke to day and night-use products. The organic quality and color of the actual creams and gels was unheard of at the time. Think lab-based food rather than chemical formula. Arcona’s leaders needed a visual direction that would compliment the product and sing in a spa environment — communicating confidence, authenticity and purity.
