Pure Glow Packaging
The packaging for Pure Glow needed to embody something different. While the wine industry often leans into cues of heritage, region, or varietal, this project demanded a fresh language—one that felt more at home in a Mecca Cosmetica bag than a cellar door. We weren’t just creating a pretty label. We were launching a category-breaking innovation.
Rather than relying on illustration or overt storytelling, we focused on evoking feelings of calm consideration. A sandy, uncoated paper stock gave the label a natural tactility, while a precisely placed, tonal multi-level embossed starfish added a sense of depth and radiance. More than just a brand asset, the starfish is a quiet symbol of renewal—known for its ability to regenerate, it embodies resilience, transformation, and calm. Paired with the considered and coastal wordmark, the overall identity evoked the effortless glow of a day by the sea or spa date—elegant, unforced, and emotionally resonant.
Typography created balance—soft and fluid in the logo, minimal and modern in the supporting information. The colour palette, too, was carefully selected: beachy, spa-like tones of sand and ocean blue. Natural and refreshing, with just enough sophistication to hold its own on shelf.
While timing ruled out custom glass and closures, we deliberately stepped outside category conventions and chose a flint Riesling bottle to bring a fresh and elegantly disruptive silhouette to the Rosé category. We explored multiple off-the-shelf closures before selecting one that felt clean, refined, and in tune with our colour palette.
The final result is both shelf-aware and shelf-defying. Premium, but not precious. Elegant, but still gender neutral. Quiet, but impossible to ignore. And although the brand launched with one product (a Rosé), the identity was built to be flexible—crafted as Pure Glow Drinks, not Pure Glow Wine—ready to evolve with future formats, category-crossovers and future innovations.
Credits
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Photography: Slingshot Studios and Kera Wong
