Plastic is in our water.
In our food.
In our blood.
Brand Platform and Packaging
Version 2. Client presentation. October 20, 2026.
Presented by
The next fifteen minutes.
01
How we got here
Where we started and what you told us.
02
What we built
The idea, the mark, the system.
03
What the data shows
The claim, the proof, the plan.
04
The packaging
The part you can hold.
01 How we got here
Where we started.
A real result, a real symbol, and a brand that was getting in its own way.
The proof was buried.
The strongest fact in the category sat under generic category language.
Three lines, three companies.
Human, pet, and farm read like unrelated brands on the shelf.
A letter that broke things.
A typed Greek character in the name broke search, voice, and screen readers.
People are worried. They don't know what to do.
0%
of US adults are concerned about microplastics in their body.
0%
don't know how to limit their exposure.
Fear is saturated. Guidance is not.
Ipsos for Grove Collaborative and 5 Gyres, May 2025, n=1,030.
The worry is global.
The answer isn't.
ES Noticias RCN: microplasticos en la sangre humana
FR Pourquoi Docteur: microplastiques dans le sang humain
DE BfR: Mikroplastik im Gehirn
JA CareNet: microplastics in IV saline, Fudan University
ES Buenos Aires: Julio sin plastico
FR Assemblee nationale: written question 16073
KO Act on Labeling and Advertising of Foods
US HHS and EPA: STOMP, April 2026
No brand owns this category yet. Most competitors cite ingredient studies. Pure has a published result on the finished product, measured in human blood.
How we got here.
Ten weeks. Two versions. Every step on the record.
August
Brand style teardown
Aug 24
Schedule A signed
October
Discovery questionnaire
Oct 15
Kickoff workshop and strategy v1
Oct 16
Your feedback. Version 2 begins.
Oct 16 to 18
Logo masters, style guide, labels, 3D comps
Oct 20
This room
What you told us.
"She came in worried; she leaves with a plan."
Your goal for the customer, Brand Discovery Questionnaire
"We say what others will not: this is in all of us, and it can come out."
Your definition of bold
When version 1 played it safe, you said so.
You were right.
Stays. Moves up. Goes.
Stays
The symbol Pure already owns
One master brand, four lines
The kit as the hero
Bind. Remove. Restore.
The never-say list
Moves up
The symbol, into the name and the line
The 74%, onto the front of the pack
Less . More u. as the only line
The retest, as the share moment
Bold, as the first word of the voice
Goes
The dropped-stem u from v1
"What's in you?" as the hook
"Measured, not promised." for consumers
The old proof seal
The safety line under the lockup
Version 2 is the client's brand, said with the client's confidence.
Every decision has a paper trail.
0
Decisions documented
0
Sources cited
0
Languages researched
0
Pages of strategy
0
Logo masters
Facts, sources, and reasoning for each call, in English, Spanish, German, French, Japanese, and Korean. Where the evidence is thin, the document says so.
02 What we built
One idea.
The symbol is the first u. The drip is the plastic, and it comes off.
One claim.
74% less microplastic in blood in 30 days.*
Front of pack, every headline, with the footnote every time.
One action.
Know your number. 30 days. Then know it again.
The kit, the protocol, the prepaid retest.
*Average reduction in blood microplastic particle count in a published, IRB-approved pilot of 7 adults taking the full 30-day protocol (6 capsules daily). Open-label, no placebo group. Individual results vary. Kimless et al., 2025.
The symbol already contains the whole brand.
The drip is the plastic.
And it comes off.
Same word. One change. Nobody needs to know what micro means.
Out loud, and only out loud: "Less plastic. More you."
It needs no translation.
Visual puns earn more attention and warmer response without being harder to read. McQuarrie and Mick, Journal of Consumer Research, 1999.
It is the product.
A binder takes the drip off. A retest shows it gone. The dog gets the same drip.
It is owned.
The registered mark is Pure with the symbol, and the line is set with that same drawing.
One drawing. Four jobs.
The mark
Avatars, lids, seals
The name
The u in Pure
The line
The first u of the campaign
The proof mark
The result, in picture form
Never typed. Never redrawn. At text sizes the outline grows 2.3% of the em so it sits at the weight of Inter SemiBold. The drawing itself never changes.
One master brand. Four lines.
People. Health Silver.
Dogs now, cats later. Pet Gold.
At-home and in-clinic tests. Sky.
The food system. Farm Field.
The partner mark for licensing partners. Back or side panel, never in place of their logo.
Navy and Cobalt carry it.
Pure Navy#0C1729
Cobalt#27409A
Deep Blue#193E6D
Sky#7CA1CE
Paper#F5F0E9
Health Silver#B8BEC8
Pet Gold#D5AF31
Farm Field#9FB06A
Deep WaterGradient
Cobalt RiseGradient
Know your number.
Inter. Headlines, body, pack.
The friend who is a scientist.
Source Serif 4. Quotes and long reads.
Calm, not fear.
Real people, real dogs, real kitchens, natural light. One grade on every photo. No skulls, no sludge, no hazard symbols.
Bold.
Credible.
Warm.
In that order. The friend who is a scientist.
We say
In our first study, blood microplastic counts fell 74% in 30 days.*
A daily binder for the plastic you can't avoid.
We don't say
Clinically proven 74% reduction!
Microplastics are poisoning you. Detox now!
*Average reduction in blood microplastic particle count in a published, IRB-approved pilot of 7 adults taking the full 30-day protocol (6 capsules daily). Open-label, no placebo group. Individual results vary. Kimless et al., 2025.
03 What the data shows
0%
less microplastic in blood in 30 days.*
In our first study. The strongest fact in the category goes first.
Specific reads as credible.
74% is not 75%. A precise number signals a measurement. California Management Review, 2024.
The footnote carries the honesty.
Who, how many, how long, the dose, the design, the citation. Every time.
Hiding it never removed the risk.
The line already implies the result. Showing the study supports it.
*Average reduction in blood microplastic particle count in a published, IRB-approved pilot of 7 adults taking the full 30-day protocol (6 capsules daily). Open-label, no placebo group. Individual results vary. Kimless et al., 2025.
Seven adults. Thirty days.
Seven out of seven.
Counts fell in every participant. Blood measured before and after by an independent lab.
74%*
Average drop in particle count
94%
Drop by particle surface area
0
Adverse events
6
Capsules daily, with meals
IRB-approved. Open-label. Published. Small, and the label says so.
*Average reduction in blood microplastic particle count in a published, IRB-approved pilot of 7 adults taking the full 30-day protocol (6 capsules daily). Open-label, no placebo group. Individual results vary. Kimless et al., 2025.
68% less microplastic in dogs in 42 days.*
In a published case series of five dogs.
We test ourselves in public.
Published
Human pilot
Published
Dog case series
Underway
Controlled 40-dog trial
Next
Registered human trial
*Average reduction in blood microplastic particle count in a published observational case series of five dogs in one household over 42 days. An observational design cannot establish efficacy. Individual results vary.
Bold about what we lead with.
Strict about what we never say.
Always
microplastics
binder, binding matrix
in the gut, where plastic enters
your number
30-day protocol
published study, with its design
binder, binding matrix
in the gut, where plastic enters
your number
30-day protocol
published study, with its design
Never
detox, cleanse, reset
clinically proven, guaranteed
flush, purge, eliminate
toxic load, poison level
magnet, sponge, absorbs
shield, protect, prevent
clinically proven, guaranteed
flush, purge, eliminate
toxic load, poison level
magnet, sponge, absorbs
shield, protect, prevent
30 days. Two numbers.
1
Your before
Pure Test. A saliva or blood sample, collected at home and mailed back. No device, no screen.
2
The 30 days
The full protocol at the studied dose, plus one plastic swap a day from the Less u List.
3
Your after
The prepaid retest on day 30. Your before next to your after.
4
Stay
Pure Daily, offered when the retest comes back. Not at checkout.
0%
of US adults did Dry January 2026. CivicScience.
0M
Instagram posts tagged #whole30. Digiday.
Every challenge ends on a feeling. Pure ends on a number.
People stay when they can see a result.
0%
Supplement subscribers who reach a sixth order. Recharge.
~0%
Oura renewal after year one, built on a number you can see.
The retest is built for exactly that.
Ask for the subscription when the customer has a reason to say yes.
The Know Your Number Kit.
Three bottles, 30-day protocol$149.85
Test, before~$135
Prepaid retest, after~$135
Bought separately~$420
Target price
$249
$249 if the contracted lab price is $50 a test or less. Otherwise $299, still about 30% under the parts.
60-day guarantee on satisfaction, never tied to the number moving. The subscription carries the lifetime margin.
Six audiences. Same order. Different first word.
1. The Measurer
Marcus, 42
"Show me the baseline and the retest. I'll decide."
2. The Protector
Laura, 52
"I don't need more fear. I need to know what to do."
3. The Planners
Jess and Dan
"If there's something we can do before the baby, we want to do it now."
4. The Dog Family
Chris, 38
"If it's in my blood, what's in his?"
5. The Clean-Living Skeptic
Ray, 58
"Tell me what's in it and who tested it."
6. The Farm Partner
Dana, 51
"Show me the trial design and the cost per ton."
How it sells.
Reach
Hook
First buy
30 days
Stay
Spread
Channels, in order
1 Podcasts2 Doctors and vets3 Amazon4 Email and text5 Creators6 PR and moments
Every piece opens on the line or the number and ends on the line. The result screen does the referring.
04 The packaging
Strategy is a promise.
Packaging is where you keep it.
Now, the part you can hold.
One family on the shelf.
Pure Test
Know Your Number Kit
Pure Health
Daily binder
Pure Pet
For dogs
Same symbol. Same claim. Same blue. The line color tells you who it's for.
The line leads.
The claim, with its asterisk.
Scan to know your number.
The bottle points to the kit.
The bottle points to the kit.
Plastic-free bottle.
Bind. Remove. Restore.
The full 30-day protocol,
before any claim points at the bottle.
before any claim points at the bottle.
Seven ingredients you can read.
The footnote rides on the same surface.
Pure Health
Campaign Wrap B.
The campaign on the bottle. One wrap, three faces.
The line logo, up top.
The descriptor does the explaining.
The proof mark, with its asterisk.
Pure Health
Wrap A. The product leads.
Two directions, one system. Pick the campaign face or the product face. Both carry the number.
Pure Test
The hero.
The idea, the claim, and the action meet in one box.
Less . More u. at poster scale.
The number on the front.
Mail-back sample, the protocol, a prepaid retest.
Analyzed by a CLIA-certified lab.
Pure Pet
The dog gets the same drip.
Pet Gold marks the line. The symbol does the rest.
The lid: Put the paws on microplastics.
68% in 42 days,* with its own footnote. NASC panel set to minimums.
*Average reduction in blood microplastic particle count in a published observational case series of five dogs in one household over 42 days. An observational design cannot establish efficacy. Individual results vary.
Every pack front, in the same order.
1
The line.
2
The number, with its asterisk.
3
The line logo.
4
The mechanism.
Learn it once on the kit and you can read every Pure product on the shelf.
And off the shelf.
What's your number?
The kit: test, 30 days, retest.
74% less in 30 days.*
The study, its size, and its limits. All published.
Less . More u.
74% less microplastic in blood in 30 days, in our first study.*
Start with your number
Take the 2-minute Plastic Check
Pure BioHealth
Your retest is in.
See your number next to your baseline.
See your number
Social, homepage, and the results email. *Footnote rides with every number.
05 What's next
Seven decisions. Then we launch.
1 One symbol as the letter, everywhere.
2 Less . More u. as the sole line.
3 The number on the pack front, with the standard footnote.
4 The kit as the hero, priced from the lab contract.
5 Retire the old hook and proof line for consumers.
6 The before-and-after mark as the proof mark.
7 Pure Test copy everywhere: saliva or blood, mailed back.
Before launch
Lab contract signed and named
Test validation published
Label directions match the study
DOIs registered
Plastic-free packaging verified
Counsel: footnote, motion, mark
Trademark searches filed
Test validation published
Label directions match the study
DOIs registered
Plastic-free packaging verified
Counsel: footnote, motion, mark
Trademark searches filed
Creating a culture of positive disruption since 2001.
A California branding and creative agency. Strategy, identity, copy, film, and digital under one roof for 25 years.
Brands that have trusted Oniracom: Kia Forum, AEG, Universal, Spotify, NPR, Jack Johnson, Kaneka, Santa Barbara Bowl, and ShelterBox.
Pure BioHealth presentation by Oniracom.
Luke Archer, Creative Director
Mike Wald, CMO
Jacob Tell, CEO
Mike Wald, CMO
Jacob Tell, CEO
What we build next, together
The website and the funnel
Social and the content system
Paid media and Amazon
Post-production for the canine study
Thank you.