Pure Waste

Meet Pure Waste's new brand strategy, visual identity, and online presence by Werklig —. It creates fabrics and garments from recycled materials responsibly and ethically. 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 that are “recycled” to create something brand new.

The latter typeface also adds an editorial feeling, helping Pure Waste communicate its knowledge and authority in the field.

Pure Waste tells its story and educates through the use of documentary-style imagery & moving images. These are combined with illustrative icons, inspired by the hand-drawn cartoon style often used by magazines.

Additional credits Brand Imagery & Film Director: Kim Koponen, Sound Design: Totte Rautiainen, Editor: Janne Vartia, Producer: Matias Autio, Executive Producer: Jyri Paajamaa, Production Company: Pablo Films Lookbook Imagery Photography: Pure Waste