In a saturated wellness market where purity has become a generic promise, Purelab needed more than another clean label—they needed clarity in positioning. I focused on shifting the narrative from what purity is to how it’s earned. From their ‘Collaborative Sourcing’ model to rigorous in-house testing, Purelab goes further than most to ensure integrity at every stage. The brand identity needed to reflect that ambition—modern, confident, and quietly exacting—positioning Purelab as not just a product, but a standard-setter in its space.