When it came to naming, ‘raw’ reflected everything this new product stands for – pure collagen, and nothing else. We rolled out the ‘raw’ theme throughout the graphic design, photography, and colours. The label retains Puraz’s iconic logo and fonts, but we stripped the design back to give it a clean, modern design that would appeal to a younger market. Metallic ink was chosen to ensure the label stands out in the rapidly growing collagen powder market, and to give it a premium feel reflective of Puraz’s reputation as a well‑respected company. It also has a slightly scientific look, reflective of the research that goes into everything Puraz does.
Although Puraz is a well-established brand with a loyal following, they wanted to use the launch of their new collagen powder to extend their reach to a slightly younger market. Beck & Caul were tasked with graphic designing the new product label, brochures and photography; that would roll out into Facebook, Amazon, and other online advertising.