Field of Play’s identity for Puresport communicates its benefits in wellness and performance
Loved by athletes and rigorously lab-tested, Puresport was created to be the world’s first range of natural CBD and nootropic products approved for usage by drug-tested professionals. Founded by ex-international rugby player Grayson Hart, the company’s goals are to not only provide innovative and science-backed natural products, but to also educate sportspeople and the wider world about the benefits of sustainable health.
Courtesy of design and motion studio Field of Play, Puresport’s collections of oil tinctures, muscle roll-ons and capsules have received a brand refresh with a visual language that doesn’t lean too heavily into aesthetics typical of athletic or CBD brands. Instead, it offers flexibility in usage whilst capturing the brand’s original sporting roots. This is most prevalent in the pattenwork’s geometry; parallel lines form a visual nod to the repeated lines of the running track.
Each product is differentiated by a variety of patterns and colours. “The Puresport palette is purposefully muted and communicates an emotive feel through the variation of colour and the orientation of a consistent brand pattern,” explains Creative Director Elliot Stansfield (PDINZ). In addition to the emotive nature of the palette, the colours represent the key benefits of each product. A rich orange signifies the immune-system-boosting qualities of Boost, whilst the New Zealand-based studio opted for calming pastel blue for the Destress range. “As customers are fairly loyal to their preferred products, the colours also become an easy signifier when purchasing,” Stansfield tells us.
The new look enables the brand to speak in terms of health and wellness as well as performance. This is in part due to the sophisticated pairing of Klim Type Foundry’s serif Tiempos and Forgotten Shapes’ sans serif Gerstner-Programm. “Tiempos has been one of my favourite typefaces for years now but I’ve tried to stop myself leaning on it too much – it’s just so damn versatile,” Stansfield reveals. “It’s a truly key part of the Puresport brand as it effortlessly brings the identity back toward a premium and slightly editorial tone, rather than an all-out sports and performance aesthetic,” he adds. Meanwhile, Gerstner-Programm addresses the scientifically-driven side of the product, bringing a “distinctly technical feel” as the supporting typeface.
The packaging too deserves its own praise, with a sleek ‘reveal’ box design. “After getting approval on the packaging concept we worked closely with Matt Kitto (of McCarthy Studio) on the final details,” notes Stansfield. “We knew we wanted a reveal element with a two-piece structure and from there we specified dimensions, materials and finishes with the production company,” he concludes.