Elixir worked directly with Athleta founder Scott Kerslake from the earliest days, collaborating on the name and creating the still-in-use identity. Also, Elixir’s catalog concept supported initial fundraising efforts. Over the next seven years Elixir evolved the brand’s strategy, catalog design, and art direction. Back in the late 90s, both the nascent brand and its catalog were innovative, providing a new perspective by focusing on the confluence of performance and fashion.

“The first thing I noticed about Elixir is how much time they take to ask questions to understand our brand. Elixir does not take the easy way, they don’t look for shortcuts. They are so passionate about our products that the work feels seamless, like they are part of our company. They helped keep our goals both realistic and ambitious. They are always on time, and everything they touch looks 50 times better than the original. They are worth every penny.” –Anthony Mazzei, Hlaska’s founder and CEO

CA, which originally stood for “commercial art,” predates most of us. It has always been there: fresh work beautifully reproduced, plus forward-thinking, history-respecting perspective. But in 1959, the magazine was blazing a trail in the CMYK wilderness and being perfect-bound by hand!

Dual objectives are to better align the Tea catalog with their brand and to integrate “best practices” to increase profitability. Since its start in San Francisco in 2002 “with three pima cotton sweaters,” Tea has developed two lines that are now sold in over 500 stores around the world (including Bloomingdale’s, Barneys New York, Neiman Marcus, and Takashimaya). Creative consulting will encompass a voice guide, design templates, photography direction, and other recommendations for infusing the catalog with the essence of Tea.

The January/February 2009 issue of CA, featuring an in-depth article about Elixir, is on newsstands now. Founder Jennifer Jerde talks about Elixir’s “North Star” branding process, and clients describe their experiences working with the firm. Event designer Stanlee Gatti, who has collaborated with Elixir on projects for Lucasfilm, the San Francisco Museum of Modern Art, the California Academy of Sciences, and Yerba Buena Center for the Arts, pays the supreme compliment, “I don’t think there’s anyone like them!” Download the complete article in pdf format here.

Elixir’s annual holiday gift to clients, colleagues, and friends is always a studio-wide undertaking—from concept to design to packaging to assembly. This year, silver linings seemed just the aspirational thing.

The Elixir-designed bottle {which won Golden Star a Best Iced Tea Packaging award at the 2008 World Tea Championship} will stand tall on any bar, buffet or table. This innovative product {which won Best White Flavored Iced Tea at the show as well} is also filtering into San Francisco specialty shops, including Plumpjack, Ferry Plaza Wine Merchant, and BiRite. Here’s to non-alcoholic, fine-food-friendly holiday cheer!

The design is classic, rugged and warm—like a grey merino Henley wool sweater. The Holiday 2008 book shipped mid-October as a bind-in to the main sundancecatalog.com. Selected shoppers {The A-for-Almanac List} will receive it as a self-mailer. For cozy shopping, all items are also on the web.

Rockport Publishers recently released Design for Special Events: 500 of the Best Logos, Invitations, and Graphics. The hardback book showcases several invitations designed at Elixir.

We hope you’ll visit, or revisit, the exhibition, which is up until April 26, at 550 Sutter Street, between Powell and Mason. While you’re out and about: The Hotel Rex, two doors up, has a peek-worthy elevator, decoupaged with vintage pages from San Francisco Social Registers. The hotel’s interior was designed by Elixir client Candra Scott & Anderson—whose logo is featured in our Communication Arts profile along with several invitations and other projects showcased at the exhibition.