Pure Formulas.
Brand refresh.

With a vast and growing product portfolio, Pure Formulas, a leading e-commerce supplement retailer, recognized the need to both systemize and revitalize their private label packaging in an increasingly competitive market. With an eye toward innovation into new categories, the refresh needed to communicate quality, simplify navigation, and power future growth.

At the core of the redesign is an intuitive icon system that brings order and clarity to product segmentation, allowing shoppers to easily maneuver through the extensive Pure Formulas portfolio. The adaptive design system balances the perfect dichotomy between a vibrant, energetic color palette and a clean, calm space, resulting in a brand expression that feels equally efficacious, inspiring and trustworthy.