Brief: Create a new brand identity for Pure Effect. Pure Effect is a swedish brand that offers cleaning products and clothing care based on biotechnology. By using active bacterial culture (bacillus subtilis) the textile mist removes odour and stains. They break traditions and creates a new category when it comes to washing textiles. We wanted to emphasize the fact that Pure Effect are gamechangers in their category with their innovative products.
They don’t play by the old rules, but set new ones. They are rebels.
Traditional detergents associate cleanliness with bright colors and shiny surfaces, while linen water is often presented with a minimalist, earthy aesthetic.
But what happens if we challenge these norms? If we turn away from the bright and fresh, and instead embrace the dark and bold?
Pure Effect redefines laundry and cleanliness through its products. With our concept, we aim to challenge and reinterpret the visual symbolism of cleanliness.
Bacillus: Your stains worst nightmare.
Team: Linnéa Svensson, Sebastian Agerlid & Happy Blomberg.