Design – Art Direction – Promotion – Packaging
Pure – who produce tasty, fresh, healthy meals on-site each day – came to us for help with their retail branding and to freshen up their existing stores. Our working relationship with Pure is ongoing and we are involved in the design of everything from interiors to branded collateral such as loyalty cards and packaging. We have helped Pure grow from a handful of shops to a well known established eatery that customers visit day in, day out, and we continue to help them develop their brand.
Messaging and shop graphics
Pure have various wall graphics as part of the decoration of their shops. These graphics provide key information about products and what Pure have to offer. Branch helped to bring these messages to life, creating quirky graphics which were engaging and on brand.
Typography and iconography
Each morning, products are made fresh by hand in the Pure kitchens. To further enhance the hand made aspect of the brand, it seemed only right to have a hand drawn typeface. This typeface is used across headers, wall graphics and illustrations.
As well as typography, we took a fresh look at the iconography used across menu boards. The previous icons were overcomplicated and tricky to read at a distance, and their usage was a little unclear. We simplified these, using a solid background to highlight items that contained an allergen (wheat, nuts), and an outline to cover items without (gluten free for example).
Photography is extremely important to promote Pure’s products. Therefore Branch art directs two photo shoots a year, in line with seasonal menu changes. These shots are used across all marketing materials, menu boards and various other POS items throughout the shops.
Pure’s menu boards are updated four times a year. The two main changes happen twice yearly for summer and winter. The imagery is designed to flow across the boards creating a harmonious layout with subtle textures used to complement the shop’s aesthetic. Each time a menu change takes place they are reviewed to ensure they are still communicating successfully.
A-Boards are one of Pure’s primary channels of communication, so it is important these talk to the customer successfully to encourage them to enter a shop. Having the menu outside promoting the products available throughout the day allows potential customers to browse first. Imagery and layout play a very important role, ensuring the products look the best they can.
Alongside the larger printed materials required, Branch also produces small format items such as catering menus, loyalty cards, coffee cups and hot food packaging.
Point of sale and signage
Pure have various items of point-of-sale and signage throughout their shops, including fridge signs, missing item notices and free wifi signs. These all enhance the customer experience to help gauge what is on offer. Pure’s friendly and approachable tone of voice helps deliver the messages in a consistent and distinctive way.
“Pure has been working with Branch since 2011 and during this time we’ve built a great relationship with the team. They’re always willing to offer strategic insights and have created creative, compelling and effective branding which reflects our brands objectives. Nothing is ever a problem for Branch; they’re deadline focused, extremely thorough and always readily available for both the large and small projects”
Marketing Manager – Pure – Made for You