Overview

There’s no need to overcomplicate things—simplicity is often the ultimate sophistication, and truthfully, one of the hardest concepts to master.

In a world filled with over-the-top claims and brand narratives, Pure H2O was born from a singular mission: to create a product that was unapologetically honest. The objective was to design something grounded, yet undeniably different—a brand that looks premium, but still feels familiar enough for every household.

It was a purposeful move to reject the hype and embrace clarity, proving that true elegance lies not in what you add, but in what you leave out. Pure H2O is a celebration of the essential: no more, no less. It’s just water. And that, in itself, is a story worth telling.

The Brand Mark.

There’s no shortage of minimalistic drinking water brands out there. The last thing we wanted our brand mark to be was just another attempt at being different. That wouldn’t make sense for a brand aiming to truly stand out, would it? The truth is simple—if we only chase “different,” we risk designing within the same framework our competitors have already set.

Instead, our goal was to create a mark that felt authentic and unique on its own terms, without being shaped by comparisons to other brands. To do that, one principle had to lead the way: self-expression.

And the best part? We didn’t have to force it. The identity was already there, hidden in plain sight, in the name itself—PureHIIO.

Visuals can make or break a brand. With the ever growing trend of "perfection" we see all over the media, adversely, it has also seen a rise in pretence and fake. This has in turn made "normal" somewhat of a commodity. In a world filled with over-the-top claims and brand narratives, Pure H2O was born from a singular mission: to create a product that was unapologetically honest. The objective was to design something grounded, yet undeniably different—a brand that looks premium, but still feels familiar enough for every household.