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Elements

Redefining balance
for a new brand

After six years of success with a single product and proposition, a bracelet that acts as a reminder to find balance between the highs and lows of life, Lokai sought to expand its definition of balance. We developed Elements, a new-to-the-world brand that invites people to actively navigate the variations in their day.


Tools
—Product development
—Brand identity
—Content creation
—Website design
—Event booth design


Process

Although we had early hunches, it was critical to invite consumers into our process to ensure we were making something that fit into their daily life.

Although we had early hunches, it was critical to invite consumers into our process to ensure we were making something that fit into their daily life.
Katie Banaszak, Senior Client Services Manager

Co-creation sessions to test hypotheses about product form, bottle form and delivery mechanism

Consumer co-creation sessions to confirm hypotheses about product form, bottle form and delivery mechanism

Impact

The new-to-the-world Elements brand expands Lokai’s role in providing balance, from symbolic reminder to active ritual. The product portfolio is a collection of functional wellness drinks to help balance your body—Vitality, Focus, Calm, and Rest—each formulated to help you find balance when you need it most.


Two tonics were merchandised together to reinforce the brand point-of-view that balance is a journey between highs and lows

Shadows and light signal the benefit of each tonic

The new graphic system uses design intuitively to signal the benefits of each product. Uplifting products use white packaging with upward type; unwinding products use black packaging with descending type.


Campaign photography shows daily use cases

Elements brand video

Elements was a concept; we built it from the ground up and made it real for others. It's not everyday that you get to be a part of something like that.

Elements was a concept; we built it from the ground up and made it real for others. It's not everyday that you get to be a part of something like that.
Jon Rinker, Senior Designer

We revealed Elements to the world at ComplexCon. We designed the booth space as a physical manifestation of the web-native brand, using colored plexiglass, plants, and studio lighting to recreate the atmosphere of an Elements photo.


ComplexCon sampling bar

ComplexCon product display