The Pure Form
Three bottles, zero clutter, every ingredient considered.
- Client
- Identity & packaging concept (not launched)
- Year
- 2026
- Services
- Naming, Identity, Colour system, Brand guide, Packaging system, Label copy
- Result
- 3 SKUs Concept range, one system
- Naming
- Logo & identity
- Brand guidelines
- Packaging system
- Packaging
The Pure Form concept covers three everyday essentials: 01 Daily Gut, 02 Magnesium Complex and 03 Daily Multi, each 60 capsules.
Each SKU had to feel distinct on a transparent bottle, while the range read as one family.
Keep the bottle clear and let the ingredient information carry the story.
What we did.
The Pure Form is an identity and packaging concept built on the line "Every ingredient, considered." Four rounds of names and label routes led to a bold lowercase wordmark, a six-colour system, a 6-page brand guide and a three-bottle range.
Names before labels
Seven names in three rounds: DAYVER; then NOUREN, daykind and WHOLE THEORY; then MORROW, MEASURED and FURTHER. A fourth round tested four label systems under a placeholder name. Cut Paper became The Pure Form.
A wordmark with a quiet hierarchy
A small "the" sits above the left edge of a bold lowercase "pure form", which stays on one line. Emerald on ivory, or ivory on emerald.
Six colours, one system
Emerald, Moss, Citrine, Ivory, Teal and Plum. Each SKU takes a base colour and two arc tones; layout, bottle and type stay fixed.
Transparent by design
Transparent bottles, black ribbed caps and matte wrap labels that leave the clear shoulder and base visible. Two broad curved planes anchor the lower right of every label.
Numbered range architecture
Front-label order: brand, number, name, descriptor, count. 01, 02 and 03 keep the range easy to navigate and extend.
Chapter by chapter.
6 chapters, in the order the brand was built.
Seven names, three rounds
Round one was DAYVER on clear jars. Round two put NOUREN, daykind and WHOLE THEORY on one white bottle. Round three tested bold, minimal names: MORROW, MEASURED and FURTHER.
The final name, The Pure Form, came once the label route was chosen.
Four label systems, one route
Under a placeholder name, four label systems went onto the same transparent bottle: Cut Paper, Letterform, Editorial and Orbit. Cut Paper's emerald, moss and citrine planes became The Pure Form label.
A small "the", a bold "pure form"
The wordmark keeps a small "the" above the left edge and "pure form" on one line, with clear space at least the height of "the". It runs emerald on ivory or ivory on emerald, beside a curved signature graphic.
A 6-page concept brand guide
The guide sets the idea and voice: "Every ingredient, considered." and Assured. Precise. Considered. Then the identity rules: wordmark use and clear space, the signature graphic, Inter as supporting type and six colour targets.
One system, three colourways
One label layout and one bottle silhouette across the range. Each SKU changes its base colour, two arc tones, name and descriptor. The front reads brand, number, name, descriptor, count.
A fourth SKU, explored: Berberine HCl 97%
One more SKU was explored in depth: Berberine HCl 97% with Ceylon Cinnamon and Piperine, 60 capsules, 500 mg fill per capsule. Its full-wrap label was built as editable artwork on a 158 × 75 mm provisional trim, as a development proof.
Explored across three rounds
Label systems before Cut Paper
One palette, three colourways
Daily Gut · Magnesium · Daily Multi
- Naming exploration: DAYVER; NOUREN, daykind, WHOLE THEORY; MORROW, MEASURED, FURTHER
- Four transparent-bottle label systems: Cut Paper, Letterform, Editorial, Orbit
- Lowercase wordmark with a small "the" above "pure form", plus reversed version
- Six-colour palette and curved signature graphic
- 6-page concept brand guide: idea and voice, identity rules, packaging system
- 01 Daily Gut, 02 Magnesium Complex and 03 Daily Multi packaging concepts
- Range numbering system and front-label order
- Berberine HCl 97% label exploration and bottle render
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