JENNIFER
FRYE
brand development, content creation + creative strategy
BRANDING:
The Pure Company
Our Idea
The Pure Company began with a group of women inside the home technology industry. For years, we'd felt like there was an overlooked group of customers who were our biggest purchasers and consumers of purification products but were roundly ignored: women.
We knew there was a huge opportunity for a different kind of company to shake up what had become a very stale industry by creating high tech products with a simple, intuitive and beautiful design that appealed to women. We knew what we wanted, but we couldn't find it.
So we made it ourselves.
Look + Feel
After the Big Idea, we quickly turned toward understanding the preferences and needs of our customer - and we knew the outward expression of our new brand had to speak to her aesthetics and lifestyle.
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We wanted feminine but not girly. Colorful but sophisticated. Modern with a just a bit of whimsy. When we met the team at The Brand Hatchery, we were certain they were the right fit. They completely got our story and were as excited as we were to dream it up and bring it to life.
Our Initial Branding Application | 2017- early 2019
The Pure Company | 2019 Rebrand
Six months after our live launch, our CEO wanted to reconfigure the branding for The Pure Company to be more inclusive of varied new customer bases and new products within the line.
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As Creative Director, I led the re-branding efforts and, along with our in-house design team, presented a brand reboot to our CEO in May 2019. In addition to new designs, we also included new personas, brand value words, mission + vision statements, and a content strategy plan.
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The second design option Marfa was eventually chosen.
