We’ve gone about things very differently to competitors. So many of our recipes are made from scratch because we couldn’t get what we wanted. But customers didn’t know it.

Spencer Craig, Founder, Pure


In 2016 Pure were way ahead of the category: serving up delicious, fresh, nutritionally- and environmentally-conscious food for the new appetites of London office-workers, with plenty of vegan, vegetarian and sustainable choices too.

But explaining that was a bit of a mouthful.

We spotted the commitment which symbolised all that was good about Pure: every store had a proper kitchen on-site. From personalisation, to baking their own flatbreads, to customising and blending smoothies to order to ensure maximum nutritional value, real kitchens were the key to delivering quality and creativity beyond that of competitors.


Unlike many multi-site operators, Pure make their food on-site. They needed an identity that told this story.


We crafted a story around the kitchens and what happens inside: Real Kitchens, Real Food.

With a visual identity that was human and alternative, we stripped back monolithic use of colour, corporate catchphrases and other “chain” cues, in favour of graphic elements that evoked delis and the best independent food businesses. This is food made by people, not factories.


The human touch came through not only in the tone of voice but also through the handwritten text and illustration style.


We delivered Pure’s identity across all touchpoints in-store and out, including a new range of packaging designed for customer delight and street appeal.

Pure’s commitment to detail went all the way to their website: we built an innovative, user-focused site to help customers dig in, with nutritional filtering of the menu, personalised content based on time and location, and an animated timeline of the day in the kitchens.

A through-the-line campaign landed the proposition globally, with enduring results for sales and engagement.


Digital journeys were designed to reflect the store experience, including a real-time view of what’s going on in those all-important kitchens.