Pure - An identity that feels like a hug.
Year
2025
Client
Pure Co.
Project
Brand Identity
Services
Strategy
Visual Identity
Strategy
As the world moves faster, people are becoming increasingly disconnected from their roots and culture, forgetting what soft, organic, and slow feels like. Pure wishes to return people their right to wear their pure, built on equality, acceptance, and for the free-spirited. This called for a visual language that could carry these ideas naturally, allowing the brand to say more without speaking more.
Result
A warm and cohesive identity that brings people together and uplifts with its energy and messaging. A simple and upfront wordmark that speaks for itself, with soft-cornered and stretched letterforms inspired by traditional Mexican tienda signs. The icon is an extension of the wordmark, representing the radiance that lies within you.
The brand feels like a warm hug.
