PURE Sports Nutrition is a fixture in New Zealand’s running scene, and is rightly regarded as the industry leader for clean, natural sports nutrition products. The brand ethos is backed by real sports science through and through, with the finest control over their products’ composition.
However, this control bled through to the brand identity as restraint, with a timid and unappealing aesthetic that leaned towards sterility and cliche, rather than innovation.
As a means of testing the latest AI enabled tools, I created a conceptual redesign for the brand to make 3 key improvements: a brand that is built for speed, flavour forward, and spotlights NZ’s vibrant colours and culture.
Accessibility is a cornerstone of the rebuilt brand, with inflated sachet tabs to improve interaction with the packaging on those long, sweaty runs (an industry first, but about time!), and bold colourschemes to demarcate different flavours at a glance.
Some mockup images have been developed within fixed parameters using generative AI models, but no AI has been used to develop the strategy or any creative or conceptual work for the brand.
Research
Brand strategy
Brand identity
Asset production
AI enhanced mockups
However, this control bled through to the brand identity as restraint, with a timid and unappealing aesthetic that leaned towards sterility and cliche, rather than innovation.
As a means of testing the latest AI enabled tools, I created a conceptual redesign for the brand to make 3 key improvements: a brand that is built for speed, flavour forward, and spotlights NZ’s vibrant colours and culture.
Accessibility is a cornerstone of the rebuilt brand, with inflated sachet tabs to improve interaction with the packaging on those long, sweaty runs (an industry first, but about time!), and bold colourschemes to demarcate different flavours at a glance.
Some mockup images have been developed within fixed parameters using generative AI models, but no AI has been used to develop the strategy or any creative or conceptual work for the brand.
Research
Brand strategy
Brand identity
Asset production
AI enhanced mockups