Purearth

Founded in 2017, Purearth Foods has quickly established itself as one of Australia's premier independent manufacturers of dairy and plant-based beverages. At the heart of Purearth's mission lies a deep-rooted commitment to producing high-quality products sustainably, ensuring that both human and natural resources are treated with the utmost respect.

Recognizing a significant consumer demand for premium plant-based and dairy beverages featuring ESL (extended shelf life) technology, Purearth has identified this as a critical area of differentiation. Success in the international arena, especially in markets like China, requires packaging designs that not only stand out but also communicate a message of uniqueness, health benefits, and family well-being. Keep reading to find out how we ticked all of those boxes, and then some.

/ Project Scope

Consumer & Cultural Insights, Portfolio Strategy & Architecture, Brand Identity, Visual Identity, Packaging Design, Retail & Activation Design, Bespoke Illustration & Typography, Production Management, Distinctive Brand Asset Management.

The challenge was to redesign the packaging for a range of both plant and animal-based milks under a unified master brand, tailored to resonate within markets characterized by distinct cultural norms and consumer behaviors. It was imperative to highlight the brand's key differentiators—Australian Made, Natural, Fresh, Tasty, Nutritious, and Sustainable—to build credibility and trust among consumers.

The solution came in the form of a creative platform titled "Part of My Life," reflecting a commitment to sustainability and tapping into progressive and aspirational lifestyle trends rooted in modern lifestyles and individualism. The design strategy employed minimal typography, a muted color palette, and stylized illustrations unique to each product variant. This approach aimed to simplify the brand's message, making it easily understandable and relatable to individuals seeking a modern, health-conscious lifestyle.

The design also focused on clear communication, range differentiation, and a segmentation system that enhances product findability on the shelf, facilitating future range expansion and the introduction of new stock keeping units (SKUs).

Through this thoughtful redesign, Purearth Foods aims to capture the hearts and minds of new consumers with its commitment to quality, sustainability, and innovation.