Hellios Ingredients
Brand creation / Packaging / Brand guidelines / Digital / Marketing
Keeping it Pure and Simple.
Positioning ‘purity’ for success in a crowded market.

We were approached by Helios Ingredients to provide a visual identity for ‘PURO’ a Coconut Oil brand for the wholefoods market, set to launch in a very over-crowded market.

First identifying the sweet spot for the brand to occupy, our strategy centred on the theme of ‘purity’ driven by the product truth; Pure Coconuts, never bleached or chemically refined.
Whilst the rest of the market overloaded shoppers with multiple on-pack messages, we kept the hierarchy simple and created a central character for the range based on the national bird of Sri-lanka to make the brand immediately accessible.
The suite of illustrations were developed to enable the brand to develop into new categories, outselling established competitors and driving huge growth as an entry-level wholefoods brand.

The brand has gone from strength to strength gaining listings in the UK and across Europe. The range has also extended to jackfruit and banana blossom.