The imagery used for the catalog had a raw immediacy to it. No handwriting fonts or quick computer effects were utilized either. The copy blocks and color names were handwritten, scanned, adjusted, and carefully placed into the design. Elixir didn’t rely on mechanical default shadows either. Every single shadow, for each clothing item, color, swatch, and paper edge was carefully drawn by hand over a light box, scanned, adjusted and put into the proper place. For the team, this is the thrilling part of marrying strategy and design—to ensure that there are no lost opportunities to embody what is core to a brand.
Illustrator Jeremy Collins making his mark on the walls of the Santa Barbara store prior to it’s opening. For the footer of the website (below), we combed thru high rez imagery of the granite cliff walls of Yosemite in order to find the letters in “prAna.”
