Project

Visual Identity, pitch for Pure Effect

Strategic design, Berghs School of Communication

2024

Pure Effect is a company offering a cleanser that can clean textiles based on biotechnology, the first of its kind. The brief was to create a visual identity and design system that clarifies what the product is and what it can achieve.


Strategy

Bacteria are the future of cleaning

By redefining cleaning through biotechnology, we challenge outdated perceptions and break the stigma around bacteria

We’ve positioned Pure Effect as a design-forward innovation that seamlessly fits into modern homes. Inspired by the beauty and science of microbiology.

Solution

The design reveals the unseen—close-ups, transparency, and tactile elements highlight the beauty of microbiology. Gradients reflect transformation, while the typography forms shape a sophisticated identity.

Going from textile mist to bacterial cleaning mist, from generic to distinct design, and from household product to beauty-inspired statement piece—making cleaning as inspiring as it is effective.