by Elizabeth Freeman on 03/30/2015 | 1 Minute Read
Purearth is a London based company making raw, organic, cold-pressed, detox juices, nut milks, tonics and bespoke cleanse and juice packs for daily nutrition. Launched two years ago, Pureearth have raised from a small, exclusively online cleanse programme provider to become one of the the most popular detox brands in London and the south of England. With competition growing, the Purearth founders knew they needed to review their brand strategy and execution in order to strengthen their presence and distinction, take their story to a wider audience and deliver a brand that matched their ambitions. This is when Afterhours design came on board.
“The first step was developing a compelling brand idea that captured their point of difference. The next, a creative concept that had the power to transition all the brand’s touch points and comms channels. One with the cut-through and emotion to engage a new audience. “The new identity elevates the bottle tags from a functional packaging feature to a core brand asset. The tag becomes the vehicle to deliver the creative hook- the juices as a ‘gift from the earth’.”
The tags, with their clever and caring messages, form the central branding concept and they become the canvas for communications and promotions. “Limited editions for events and partners play with the visual language of the tag, becoming a 'designer label' for London Fashion Week shows or a ‘VIP badge’ for festival partnerships. It also become a physical ‘hash tag’ to roll out across social media highlighting their super food ingredients and benefits.”“The whole concept is designed to cause maximum disruption and engagement. Driving affinity and advocacy with loyalists and also introducing the benefits of their super juices to the uninitiated”.
Designed by After Hours
Country: United Kingdom
Creative team: Kelly Bennett, Moyra Casey & Chris McDonald Client team: Tenna Anette & Angelina Riccio