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Pure Home Couture



Pure Home Couture logo

The maven of le petit Tianion lends her mode fran├žaise to Pure’s line of affordable everyday luxury goods


After establishing a delightful retail enclave in the heart of Locke St. South in Hamilton, Ontario, Pure Home Couture’s self- professed fragrance obsession resulted in the creation of their own brand of perfumes, lotions, soaps, bath luxuries, candles & home fragrances. Featuring small batch natural, organic and ethically sourced ingredients. It only takes one visit to Pure to understand that Parisian style infuses everything they do. Despite her untimely end, Marie Antoinette remains a symbol of elegance and taste, so she made the perfect inspiration when Pure decided to standardize their primary Apothecary line. Starting with an archival etching, we painstakingly re-illustrated Marie, enhancing the line work and form. Then we devised a system for labeling the 36 different scents and eight different product types. One of the major practical challenges of this project was establishing the best print method and stock for various products. Labels needed to be heat resistant and waterproof, flexible and stable. Solutions ranged from clear labels on plastic or glass to paper labels that had to adhere and wrap over metal screw tins.


Logo, and labeling.


Overdrive Design: Creative, concepts and design


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