ELEMAX BRAND IDENTITY
Elemax is a cooling, heating, and massage accessory for X-Chair and Mavix. I built the brand around a split X, with a blue stroke for cooling and a red stroke for heating, tying it to its parent brands while showing what it does. That idea carries through the color palette, stroke-based icons, dark product imagery, and comfort-focused messaging across trade show prints and packaging.
logo
CONTEXT
Elemax attaches to the DVL lumbar support on X-Chair and Mavix chairs. Both brands sat under Future Seating, then part of Healthy Back, with X-Chair as the flagship and best-selling brand and Mavix newly launched. The logo needed to read as an accessory that clearly belonged to both chairs without competing with either.
CONCEPT
Both X-Chair and Mavix build their identities around the letter X, so I made the X the anchor of the Elemax mark. I split it into two strokes: one blue for cooling and one red for heating. Together they read as the X that ties Elemax to its parent brands, and individually they represent the two settings of the unit, like a switch between temperatures.
EXECUTION
I built the wordmark from monoline strokes with rounded terminals, keeping the letters open and light so the colored X carries the emphasis. The remaining letters stay white to keep the system simple and let the hot and cold strokes stand out on dark backgrounds.
icons
colors
ELEMAX COOL
RGB 84.185.196
CMYK 63.06.23.00
HEX #54B9C4
ELEMAX COOL
RGB 209.57.62
CMYK 12.92.80.02
HEX #D1393E
The overview panel leads with a close-up of the unit installed on the chair’s lumbar support, with the control lights glowing against a dark background. It names the product and its three functions and gives a short introduction to what it does.
Each feature panel pairs the Elemax wordmark with a simple icon and a short description. The massage icon uses three bars rising in height to show adjustable intensity, and the heat icon uses wavy vertical lines to suggest warmth. I drew the icons with the same rounded, monoline strokes as the Elemax logo so the system feels connected from the wordmark down to the feature callouts.
All panels carry the X-Chair logo at the top and sit on a dark, textured background that echoes the chair’s mesh, keeping Elemax clearly positioned as an X-Chair accessory.
packaging
ELEMAX BOX
I designed the Elemax box to carry the same hot and cold idea as the logo. The main panel shows the back of an X-Chair with the Elemax unit installed and its control lights on, set against a background that shifts from blue on one side to red on the other. It’s the cooling and heating split from the X, scaled up to the full face of the box.
The image shows the packaging during a live unboxing by a streamer, where the interior print and the reveal moment came through on camera.