Using state of the art pressing and processing techniques, Pure Press is able to retain the nutritional value that is otherwise lost in the standard blending and pasteurisation process. We were engaged to develop a brand identity, packaging and range of marketing collateral for the launch of Pure Press’ initial product range.
The brand identity was developed to evoke the story of William Tell, the legendary archer who defied the King by shooting an apple from his own son’s head. Beyond its immediate connection to fruit, the story also provides a metaphor for Pure Press’ position as underdogs in the marketplace, relative to major multinational competitors.
In addition to Pure Press’ brand identity, we were engaged to design product packaging, including consultation into the shape of the bottle itself. The clean, simple design style of packaging reflects the purity of Pure Press’ product, and is designed to appeal to the young, design-savvy audience that forms the foundation of its target demographic.
Designed to highlight the natural colours of the juice, the packaging is intentionally minimalistic and includes a transparent version of the logo, which takes on the juice’s natural colour when filled.
Additional work for Pure Press has included photography to highlight the raw materials and juicing processes, brochures, posters, a full stationery range and social media strategy. In all cases, a consistent, minimalistic design style has been applied to ensure that all of the marketing materials are interconnected parts of one cohesive brand identity.
Pure Press launched successfully and is now being sold in selected supermarkets and health food stores nationally.
