In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

Purely Elizabeth

The Well

Purely Elizabeth

Purely Elizabeth

Purely Elizabeth

Branding
Packaging
Creative Direction

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Branding
Packaging
Creative Direction

Branding
Packaging
Creative Direction

Branding
Packaging
Creative Direction

Branding
Packaging
Creative Direction

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

In the 16 years since Elizabeth Stein started Purely Elizabeth, the brand has gained a devoted following among wellness-focused consumers for its line of intentionally crafted products and lifestyle appeal. At a pivotal moment in their growth, Purely Elizabeth identified an opportunity to reach a wider audience while centering Elizabeth at the heart of her brand. The Purely team partnered with Ptarmak to freshen up their identity and packaging design system in preparation for upcoming innovation.

Optimizing something that was working in many ways (without alienating core consumers) necessitated a strong visual tether to existing brand assets. We opted to maintain the general architecture of both pack & logo while emphasizing Elizabeth and introducing a more compelling visual concept.  

Optimizing something that was working in many ways (without alienating core consumers) necessitated a strong visual tether to existing brand assets. We opted to maintain the general architecture of both pack & logo while emphasizing Elizabeth and introducing a more compelling visual concept. 

Optimizing something that was working in many ways (without alienating core consumers) necessitated a strong visual tether to existing brand assets. We opted to maintain the general architecture of both pack & logo while emphasizing Elizabeth and introducing a more compelling visual concept.

Optimizing something that was working in many ways (without alienating core consumers) necessitated a strong visual tether to existing brand assets. We opted to maintain the general architecture of both pack & logo while emphasizing Elizabeth and introducing a more compelling visual concept. 

Optimizing something that was working in many ways (without alienating core consumers) necessitated a strong visual tether to existing brand assets. We opted to maintain the general architecture of both pack & logo while emphasizing Elizabeth and introducing a more compelling visual concept. 

Each Purely Elizabeth product was single-handedly developed from a recipe written by Elizabeth herself. To celebrate her culinary contributions to the brand, we tapped into the time-honored tradition of recipe cards. The card design served as an evolution of the existing paint swatch asset, which proved to be an incredibly flexible and shoppable mechanism across the entire system.

Each Purely Elizabeth product was single-handedly developed from a recipe written by Elizabeth herself. To celebrate her culinary contributions to the brand, we tapped into the time-honored tradition of recipe cards. The card design served as an evolution of the existing paint swatch asset, which proved to be an incredibly flexible and shoppable mechanism across the entire system.

Each Purely Elizabeth product was single-handedly developed from a recipe written by Elizabeth herself. To celebrate her culinary contributions to the brand, we tapped into the time-honored tradition of recipe cards. The card design served as an evolution of the existing paint swatch asset, which proved to be an incredibly flexible and shoppable mechanism across the entire system.

Each Purely Elizabeth product was single-handedly developed from a recipe written by Elizabeth herself. To celebrate her culinary contributions to the brand, we tapped into the time-honored tradition of recipe cards. The card design served as an evolution of the existing paint swatch asset, which proved to be an incredibly flexible and shoppable mechanism across the entire system.

Each Purely Elizabeth product was single-handedly developed from a recipe written by Elizabeth herself. To celebrate her culinary contributions to the brand, we tapped into the time-honored tradition of recipe cards. The card design served as an evolution of the existing paint swatch asset, which proved to be an incredibly flexible and shoppable mechanism across the entire system.

The brand team then created a series of lifestyle images to celebrate the refresh while emphasizing the irresistible taste, occasional indulgent moments and overall bright sophistication of the brand's evolution.

The brand team then created a series of lifestyle images to celebrate the refresh while emphasizing the irresistible taste, occasional indulgent moments and overall bright sophistication of the brand's evolution.

The brand team then created a series of lifestyle images to celebrate the refresh while emphasizing the irresistible taste, occasional indulgent moments and overall bright sophistication of the brand's evolution.

The brand team then created a series of lifestyle images to celebrate the refresh while emphasizing the irresistible taste, occasional indulgent moments and overall bright sophistication of the brand's evolution.

The brand team then created a series of lifestyle images to celebrate the refresh while emphasizing the irresistible taste, occasional indulgent moments and overall bright sophistication of the brand's evolution.

Hand-drawn elements found on each recipe card inform the brand's expression off-pack. A thoughtful interplay of soft and high contrast elements harness a modern sensibility, resulting in an elegantly approachable brand system ripe for growth.

Hand-drawn elements found on each recipe card inform the brand's expression off-pack. A thoughtful interplay of soft and high contrast elements harness a modern sensibility, resulting in an elegantly approachable brand system ripe for growth.

Hand-drawn elements found on each recipe card inform the brand's expression off-pack. A thoughtful interplay of soft and high contrast elements harness a modern sensibility, resulting in an elegantly approachable brand system ripe for growth.

Hand-drawn elements found on each recipe card inform the brand's expression off-pack. A thoughtful interplay of soft and high contrast elements harness a modern sensibility, resulting in an elegantly approachable brand system ripe for growth.

Hand-drawn elements found on each recipe card inform the brand's expression off-pack. A thoughtful interplay of soft and high contrast elements harness a modern sensibility, resulting in an elegantly approachable brand system ripe for growth.