PUR BEAUTY
From product-first to experience-led.
PÜR Beauty had strong products, an established audience, and recognizable brand equity. What it lacked was a visual experience that captured the warmth, expression, and confidence of using them.
The brand felt more clinical than expressive, more restrained than inviting. I joined the Astral Brands team as creative lead to evolve the experience across ecommerce, email, campaign creative, and product launch—shaping a warmer, more editorial direction the team could carry forward.
Strong products. Underexpressed brand.
THE CHALLENGE
The existing creative leaned heavily on product and function, with limited lifestyle context or editorial storytelling. The opportunity was to bring more color, emotion, and cohesion to every customer touchpoint.
THE SOLUTION
A full homepage redesign that replaced flat, product-led storytelling with warmer lifestyle imagery and a more editorial rhythm—leading with the consumer experience while allowing product details to support the decision.
Homepage Redesign
A modular system designed for the internal team, with consistent hierarchy, defined send types, and a visual language that extended the new direction across everyday communications.
Email Template System
End-to-end creative direction for product launches, spanning concept development, campaign design, and on-set art direction. The campaign established a clearer visual standard for the brand and created a reference point for future launches.
Product Launch Campaigns
A warmer, more expressive brand experience.
THE OUTCOME
The work gave PÜR a more editorial and emotionally engaging presence across key digital touchpoints—supported by a flexible system that helped the internal team maintain consistency without losing the creative direction.