A job to rework on the brand identity of Purearth, a company that provides 100% biodegradable and 100% compostable tableware. Dedicated to changing and protecting the earth, the company does not see the business as merely commercial but more about taking its social responsibility through its works. That is why, the brief from Purearth is to keep the project outcome non-commercial yet speaking the eco-friendly concept of the brand that is trying to strive.

Because Pureath is about changing and protecting our planet, I believe green colour would be the most representing to use for the whole design. Then, I returned to the fact that saving the planet is indeed a pressing matter for mankinds and so I interpreted it as a eco war that we all have to fight for, and developed the camouflage as the matching pattern. The transparent lunchbox combined into the greenery – not only to implicitly showcase the products of Pureath, but also feature the biodegradable quality of the products that they will all be returning to its home – the earth.

Purearth loves the eco war concept and the design. The feedbacks from Purearth's customers are positive and they love the modern, sophisticated and insightful approach of the presentation.