Credits
Role: Designer — visual identity, packaging
VP, Creative Director: Helen Steed
Design: Mingu Lee, Meaghan Murray
Client: Elix
Studio: Aruliden
Elix — Menstrual wellness brand renewal
A wellness brand that carries Chinese medicine into modern daily life.
The brand
At Aruliden, we worked with founders Lulu Ge and Dr. Nicole Glathe to build the first menstrual wellness brand offering personalized herbal treatments for hormonal health, launching with Cycle Balance. The brief was to honor Elix's Chinese heritage in a modern, relevant way and make science-backed holistic care feel approachable.
The work
As a designer on the project, I contributed to the visual identity and packaging: a palette of deep purples for dimension and heritage, Glysa (Victor Bartis, 2019) as the contemporary sans for headers, and the Elix Seal, a mark holding the brand's ethos of Chinese medicine met with clinical research.
Result
Elix launched in January 2020 as the first menstrual wellness brand combining Chinese medicine with clinical research. It raised $2.7M, drew Forbes coverage, and reports that 93% of community members saw symptom improvement after using Cycle Balance.
