PURE HEART
Pure Heart Foods is a San Antonio-based company that produces grain and gluten free mixes for pancakes, chocolate chip cookies, muffins, and brownies. As they were about to bring online new offerings they decided for a brand overhaul and approached ARM Creative to reimagine their brand. Their current brand simply didn’t fit with the company’s ethos and product lines well as the company had grown.
At the heart of this brand transformation was the logo. We wanted to create a mark that was fun and playful; designed to not only be approachable, but to boldly stand out from similar products.
THE BRANDING
The typeface used for the mark blends funky with friendly; its lack of rigid uniformity leaves the viewer with the feeling relaxed and like hanging out with the trusted neighbor next door. The green connects the freshness of the product with a strong tie to purity and the earth, while the yellow conveys a feeling of energy, new possibilities, and fresh ideas.
In order to keep the brand fresh, ARM also developed a set of secondary colors. Creating a secondary mark for use on items like apparel, stickers, and swag was important to round out the brand. This secondary mark features alternating brand colors within the negative spaces of the letters of the primary mark. This creates a fun, avant garde mark while still maintaining brand compliance.
PATTERNS
AND ICONS
In addition to the high energy and spunky word mark, we created a bright and full palette which we then applied to minimalistic icons developed to represent the product offerings of Pure Heart: pancakes, muffins, cookies, brownies, and a bonus Texas icon for where Pure Heart was formed.
To add further utility to the brand assets ARM created a set of patterns to use as texture in a variety of applications. These patterns were created with positive and negative shapes derived from the primary mark.
PACKAGING
One common theme that our team noticed in research was that a large number of product packaging within the market space used food photography on their packaging — some of it well produced, and others not very appetizing. Knowing that food is notoriously difficult to photograph, we decided that a graphic approach would be a better route. By going the graphic illustration route, we brought forward the uniqueness that is this the Pure Heart brand.
We decided to design packaging that paired the brand’s repetitive patterns with minimalistic illustrations of each featured product on the cover. Each product package is infused with the bold colors from the Pure Heart primary and secondary palettes. A core set of foundational colors runs through each package to create unity across the offerings. Our design premise was to create packaging that burst forth from the shelves amidst a sea of like items (and we nailed it).
