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by Bita

Elixir

BRAND CREATION / PRODUCT FORMULATION ·

PACKAGING & IDENTITY DESIGN

Founder — concept, formulation, packaging, and go-to-market, independently directed

Soothe. Cleanse. Empower. — ancient chakra healing translated into a modern essential oil ritual.

01

The Challenge

Create a pure, non-toxic essential oil line that felt as considered and design-forward as a luxury beauty brand, without the markups the wellness industry relies on.

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02

The Insight

The essential oil industry is dominated by multi-level marketing structures that inflate prices without improving quality — a direct-to-consumer brand could offer the same purity at an honest price, if the design and formulation were strong enough to compete without the markup.

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03

The Brand Idea

SUMMON THE INTELLECT OF PLANTS

Seven essential oil blends, each formulated to target one of the body's energy centers — pairing the potency of herbal oils with hand-engraved chakra stones, designed to be understood through scent first.

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04

Brand Strategy

Positioning

A direct-to-consumer wellness brand offering pure, therapeutic-grade oils by cutting out traditional retail and MLM markups.
 

Customer

Health-conscious customers seeking a non-toxic wellness ritual without inflated luxury-brand pricing.

Values

100% pure ingredients, no fillers, transparent local sourcing and pricing


 

Personality

Conscious, ritualistic, accessible luxury.





 

Experience

Every blend designed to be experienced through scent first — the sense most directly tied to memory and mood

05

Visual Identity

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Core colors

Accent color

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Visual Language

06

The Brand World

01/ PRODUCT

Seven essential oil blends — Dream, Focus, Breathe, Cleanse, Digest, Energize, Relax — each formulated hands-on with an expert formulator at a California-based factory, and paired with a hand-engraved, hand-painted chakra stone sourced from India.
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02/ PACKAGING

A 14-piece set housed in a rainbow gradient box with a high-density velvet memory-foam travel case; each bottle individually labeled with its own color and chakra symbol, plus an 8-page educational pamphlet explaining every blend, chakra, and stone.

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04/ DIGITAL

Full e-commerce build and product photography across two channels — a direct-to-consumer Shopify site and an Amazon storefront, each with web copy written to carry the brand's ritual-driven voice.

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05/ CULTURE

An educator-first and ritual-based brand voice. The accompanying pamphlet and "Ritual" page on the website position the brand as teaching customers how to use each blend as a part of an intentional life, not just to sell to them. 

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07

Impact

4.9 stars

HIGHEST RATED ESSENTIAL OIL GIFT SET ON AMAZON

Earned 4.9 stars on Amazon with nearly 500 reviews.

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2

RETAIL CHANNELS

Sold direct via owned e-commerce and through Amazon, with the manufacturing and fulfillment infrastructure to support both

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ADDITIONAL PRODUCTS

TO LAUNCH

Developed a luxury boutique hotel amenities line of products around the ritual ethos in alignment with brand values and creative direction.

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Founder

Led

CONCEPT TO LAUNCH

Every blend developed hands-on with a California-based formulator, from ingredient sourcing through final packaging

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© 2026 by Bita Rad

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