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5E is a wellness startup based in Santa Cruz, California that creates herbal products rooted in Chinese 5 Elements philosophy. Founded by three women who are passionate wellness entrepreneurs – collectively with over 10 years of experience as health coaches, acupuncturists and herbalists – they came to Alinea Collective as a new brand ready to launch their premium organic product line inspired by the Chinese 5 Elements. They needed support building a brand from the ground up, including developing a launch strategy, visual identity, and an online e-commerce experience that could scale with their growth.
Services
Brand Strategy & messaging
Brand identity Design
Web Design & development
Packaging design
Email Marketing
launch Strategy
Photography Direction
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The brand creation:
During our 18-month partnership, we took 5E from initial concept through to successful a product launch timed with the fall equinox. We began by developing their complete brand foundation – from brand strategy and messaging and bridged that into creating a user experience and website design. This strategic groundwork ensured their brand would resonate deeply with their target audience while differentiating them in the wellness space.
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Here’s what happened for 5e:
They envisioned a premium brand and developed an identity and cohesive visual system to match.
Working closely with the founders, we designed a sophisticated brand identity that could flex across a growing product suite while maintaining a boutique, luxurious aesthetic. This extended to custom packaging design, print materials, and brand photography direction.
Launched with a custom e-commerce experience.
We designed and developed their website with unique features like a "Find Your Element" quiz to generate qualified leads. The site was built to scale, accommodating their expanding product line while maintaining a premium shopping experience.
Streamlined their operations while maintaining a luxurious product.
We supported 5E in sourcing and coordinating with packaging vendors, developing product label copy, and supporting their fulfillment processes. This operational foundation was crucial for their successful launch.
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What the transformation meant for 5E:
During our 18-month partnership, we took 5E from initial concept through to successful a product launch timed with the fall equinox. We began by developing their complete brand foundation – from brand strategy and messaging and bridged that into creating a user experience and website design. This strategic groundwork ensured their brand would resonate deeply with their target audience while differentiating them in the wellness space.
A completely built-out brand and e-commerce presence ready for launch
Clear positioning in the premium wellness space
Scalable systems and processes for growth
Marketing infrastructure to acquire and retain customers
Operational efficiency from production through fulfillment
Their investment in a comprehensive brand development gave 5E everything needed to enter the market as a premium wellness brand with both immediate sales capability and long-term growth potential.
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