Pure Waste

New brand strategy, visual identity and online presence for Pure Waste, which creates fabrics and clothing from recycled materials, in a responsible and ethical manner. Pure Waste’s ambitious vision is to lead the textile industry into a future of sustainability by pushing consumers, businesses and organizations to “think again”.

All Pure Waste products are made from 100% recycled materials. This uncompromising dedication to sustainability inspired the concept behind the logotype and typography: Helvetica Neue and Times New Roman, two well-known and somewhat over-used typefaces, are “recycled” to create something brand new. The latter typeface also adds an editorial feeling, helping Pure Waste to communicate their knowledge and authority in the field.

Pure Waste Textiles


Brand strategy
Art direction
Packaging and publications
Digital products


Pablo Films