THE CHALLENGE.
Pure Heart Foods came to ARM Creative to overhaul and reimagine their brand. Their current brand simply didn’t fit with the company’s ethos and product lines. We discovered during our research that a majority of the competing brands in this space relied on natural papers and marks that tended to blend in with one another. We embarked on a mission to be unique.
At the heart of this brand transformation was the logo. The inspiration for the updated Pure Heart logo stems from a fun, playful place and is designed to not only be approachable, but to boldly standout from similar products. The typeface used for the word mark blends funky with friendly; it’s lack of rigid uniformity leaves the viewer with the feeling of hanging out with the trusted neighbor next door.
The colors of the secondary logo mark features alternating brand colors within the negative spaces of the letters in the word mark. This creates a fun, avant garde mark while still maintaining brand compliance. The secondary mark has been created for use on things like apparel, stickers, swag, and more.
WHAT WE DID.
In addition to the high energy and spunky word mark, we created a bright palette which we then applied to minimalistic icons developed to represent the products offerings of Pure Heart: pancakes, muffins, cookies, and brownies.
PACKAGING.
When researching packaging designs our team noticed the large amount of packaging that utilized less than appetizing food photography. Knowing that food is notoriously difficult to photograph well, we decided that a graphic approach would be a better route. Each package is infused with bold colors and patterns paired with minimalistic icons for each product. A core set of foundational colors runs through each package to create unity. Our design premise was to create packaging that burst forth from the shelves amidst a sea of like items.
