PureGearPureGear already had an existing comprehensive mobile accessory line when we began work with them. As the product line owned and operated by Superior Communications, a leading manufacturer of accessories for prominent carriers and retailers, they already had a built-in reputation within the industry. However, PureGear was yet to be fully established as a brand of its own and was still unknown to the end consumer.
- MOBILE ACCESSORIES
- BRAND DEVELOPMENT
- PRINTED COLLATERAL
- SOCIAL MEDIA & PR
- SPACE DESIGN
Strategy: Brand Positioning
Our work began with a detailed analysis and strategy phase that included visualization of consumer profiles. Each lifestyle segment was expressed visually through style boards that included lifestyle, color palette, photography, and design inspiration to help PureGear with product development and serve as a benchmark for future marketing efforts.
Identity: Logo & Stationery
PureGear’s identity had to be broad enough to encapsulate the broad current and future product offerings and communicate that it was a mobile company. Our explorations included proprietary letterforms and marks with abstract themes including innovation, growth, communication, and expansion. Our final solution was a modern, iconic word mark with clever visual repetition. The central dot element represented the mobile device; the surrounding “eg” letterforms represented the protective accessories.
Packaging: DualTek Packaging
For one of their signature products, PureGear wanted a unique, custom package design that would stand out in the crowded marketplace. DualTek® was built to withstand extreme shock with special technology in the corners to absorb shock. The final DualTek® packaging was a dynamic blister/cardboard combination structure with the product bursting out of the confines of the card to communicate the shock absorption of the corners. Dotted engineering graphics of the product in the background simulated the product falling in space; supporting icons added a scientific and technical feel and communicated product attributes quickly.
Packaging: Core Line Packaging Exploration
A strong lifestyle-centric element was used in all the concept directions to support PureGear’s benefits and create an optimistic and inspired brand that would quickly connect to its market. In the final design, intersecting diagonal shapes consisting of a branded pattern created an advanced, detailed, and innovative feel. Abstract supporting photographic images delineated each product collection, while friendly “work,” “life,” and “play” icons quickly highlighted the brand’s lifestyle approach.
Winner, American Graphic Design Awards
Packaging: PureBeats Packaging Exploration
Our concept exploration for PureGear’s PureBeats premium headset was centered around the visualization of music. The final design utilized the overall clean, fresh approach of the core packaging, with subtle references to music differentiating this sub brand. The product was photographed with the cables styled to imitate a sound wavelength; stylized, growing typography communicated sound amplification. A unique logo and icon mark were created for the PureBeats name for a distinct, ownable look.
Winner, American Graphic Design Awards
PureGear needed a specialty carton for a product bundle that would raise awareness and generate sales for breast cancer awareness. Our solution was an iconic, product-driven design that connected visually to a pink ribbon for a quick and direct read on the shelf.
Printed Collateral: Product Sell Sheets
As a new brand, PureGear needed to make an impact with buyers, editors, and key customers. Our solution was a combination sales/press kit folder with a unique envelope-style fold, a slot for business cards, and a pouch for customizable contents. Customized sell sheets highlighted product benefits and lifestyle brand elements in a clean, organized format with bold product photography, warm lifestyle photography, and clear typography.
Winner, American Graphic Design Awards
For the launch of their new Slim Shells for iPhone 4S, PureGear wanted to showcase all the product colors inspired by French macarons in one hero image. Our solution was an artfully styled product shot that featured the bright and bold colors in a playful manner. Stylized lighting enhanced the glossy texture of the products; imagery on the phone screen brought the flavor concept to life.
For the launch of the new HIP Case+, PureGear needed to demonstrate both the functional capabilities and the lifestyle applications of the product. Our carefully planned shots executed in studio featured a male, female, and toddler model in a combination of location and set environments.
We also needed strong product-centric images for social media promotion that would give a hint of lifestyle through the presence of a person or carefully selected props. Dynamic product styling and cohesive art direction brought these setups to life for an eye-catching appeal on a social media feed.
Digital Media: Responsive Website
The new PureGear site design had to easily accommodate their existing sophisticated e-commerce system while being responsive to all screen sizes and devices. Our redesign featured a home page combining large marquee images of lifestyle, product images, and messaging in a dynamic carousel animation. An organized navigation bar categorized the wide range of products and devices available for ease of use. The grid design format allowed for collaging different types of imagery smoothly, creating a seamless transition between product and lifestyle.
Social Media & PR: Integrated Social Campaign
Our social strategy centered around the mobile lifestyles of our key consumer segments: the multi-tasking parent, the active adventure seeker, and the business professional. Unique branded content development, digital advertising, event marketing, promotions, giveaways, customer service, and full charge public relations were all components of our digital marketing work for PureGear. Our widespread PR efforts landed PureGear in magazine editorials, popular tech review and roundup stories, and on widely viewed local television outlets.
For this extreme shock protection smart phone case, it was critical to demonstrate the effectiveness of the product while staying true to PureGear’s lifestyle brand. To balance these ideas, we mixed informative graphics, scientific demonstrations, and real life drop scenarios in this product infomercial. Slow motion photography techniques were utilized to bring credibility to the drops and create visual interest throughout the video.
Video: Smartphone Support System
As the most versatile of all the PureGear mobile accessories products, the Smartphone Support System was their top selling product as it appealed to the widest range of customers. To demonstrate the wide range of product functionality in this video, a broad range of characters were shown utilizing the product in everyday lifestyle scenarios.
The PX360 Extreme Protection System was an innovative new mobile accessory product that targeted the outdoor adventurer market. To effectively demonstrate features and bring the product to life, a mix of studio and real outdoor locations were utilized to best connect to the audience’s lifestyle.
Space: Trade Show Booth Concepts
Two distinct approaches were taken in the PureGear booth design: the first was a simple, clean, and modern approach; the second utilized eco-friendly resin panels of varying depth and composition to align with the packaging. The final solution was an ultra clean and modern approach that combined lifestyle and abstract photography with unique product display shelves seamlessly. Contemporary yet inviting furnishings and “real” grass carpet were the finishing touches to the overall modern yet approachable design.
“The Kitchen Collaborative’s multiple capabilities, attention to details and award-winning designs make building a brand seamless and consistent across multiple channels. With the rebranding of PureGear, the quality and value of our products are clearly conveyed through the identity and packaging. This has led to an increase in sales and in retail distribution channels. With KC you get a flexible and friendly team of people who truly care about the success of your brand.”