PURE
Pioneering food-to-go in London
Pure had created a loyal following by making some of London’s most satisfying food to go. But in a city full of factory-made sandwiches, potential new customers didn’t realise how different they were.
We partnered with Pure on a standout rebrand that showed what made them special, across packaging and marketing, web and interiors, helping take them from three sites to nineteen and a major investment buy-in.
Sector
Food & Drink, Hospitality
What we did
Brand identity, Brand strategy & story, Copywriting, Website design
Impact
From 3 locations to 19
£6.8M investment from Whitbread
“Pure Baker Street’s cups star bears grinding the beans with their bottoms and singing. They have elicited comments along the lines of “Do bears s**t in the woods? No they s**t in your coffee” — and, crucially, thousands of “likes”.
Pure says: “Our cups were designed to single out fans of freshly ground coffee. If you see bears happily grinding, you’re an aficionado. If you see anything else, better stick with instant.”
— London Evening Standard