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.