Key Challenge
From that main focus, there is also a mission to break the stigma that salt, condiments, and other kitchen ingredients are plain, generic, and boring.
As potential consumers stop and stare at PURA, they can see something new and fresh, with a design that captivates but also gains trust at first sight. The products have to be easily recognizable and also stand out on the display racks. On the other hand, the design should look as premium as imported brands, without looking too expensive and unattainable. That leads to one challenge: how will the design work? PURA’s main message is the high quality healthy lifestyle. It is not the regular kitchen salt, it is a healthy habit.
The Solutions
What do people think of himalayan salt? A majority of them said these three words: premium, healthy, and pink. And with that, a blank canvas was ready to be painted. Those three words incorporated to strategize our way into curating the best branding that reflects PURA’s core values.
The blue we choose will act differently depending on how we use it. For the branding, the blue brings out the clean, premium, and trustworthy element from the brand, but at the same time it can be used in a playful and approachable element when used in the packaging and social media. While the packaging has more hints of colder colors (blue dominant) throughout the product lines, the images and certain graphic element eas out the coldness. The social media can be seen with warmer vibes that suit PURA’s target market. Besides blue, as the main target market are moms and young moms, the himalayan pink color was used as a color accent. Other color palettes are limited to shades from black, grey, to white. These three contrasting colors balance each other perfectly to find the balance Pura needed: a balance. A balance of premium yet approachable.
What We Learn
Function is Key
Looking good is essential, but function is the most important. The statement comes from overall elements that focus on value of function and construct PURA into the clean and trustworthy brand. The ambiguous blue and himalayan pink accent amplify each other to build a brand that is reliable in front of the target market. The appealing and functional packaging design also means to highlight the unboxing experience that impacts impromptu promotion across social media.
From the all-in deliverables through physical and visual production, PURA strives to create a strong branding through consistent value and brand message to help them grow further.
Shaping comprehensive brand narratives for enduring impact.
Shaping comprehensive brand narratives for enduring impact.
