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.
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.
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.
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
Core colors
Accent color
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.
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.
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.
07
Impact
4.9 stars
HIGHEST RATED ESSENTIAL OIL GIFT SET ON AMAZON
Earned 4.9 stars on Amazon with nearly 500 reviews.
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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12
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.
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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