Credits
VP, Creative Director: Helen Steed
Designer: Mingu Lee, Meaghan Murray
Client: Elix
Studio: Aruliden
Elevating the power of Chinese Medicine as holistic remedies
At Aruliden, we worked with co-founders Lulu Ge and Dr. Nicole Glathe to develop the first menstrual wellness brand that delivers personalized herbal treatments for hormonal health. Debuting with Cycle Balance – a natural formulated blend that eases symptoms – Elix is on a mission to democratize access to science-backed holistic remedies so women can feel and do their best every day of the month.
We were tasked to create a brand that reflects its Chinese heritage in a modern and relevant way. We developed a distinct color palette of deep purples to provide dimension and represent Elix’s rich heritage. Glysa, a contemporary sans-serif typeface designed by Victor Bartis in 2019, was chosen for headers and top-level brand messaging. We also designed the Elix Seal to capture the holistic ethos of combining Chinese medicine and clinical research.
