It's Pure packaging
It's Pure specializes in certified organic hair dyes and natural haircare products, focusing on health-conscious and eco-friendly solutions. Their packaging strategy employs recyclable carton boxes with clean, natural aesthetics to reinforce brand values and sustainable positioning.
Packaging Portfolio
It's Pure utilizes folding carton boxes as the primary packaging format, favoring single-layer, recyclable paperboard with both matte and glossy finishes. The packaging structure is consistently rectangular with precise folds and clean edges, optimized for retail display and e-commerce logistics. Visual elements include prominent branding, organic certification logos, and detailed product instructions. The choice of materials reflects a commitment to both product protection and sustainability, with no evidence of over-packaging or excessive plastic usage. This approach effectively balances cost-efficiency, brand communication, and environmental responsibility.
The packaging is a folding carton made of smooth, flat paperboard. It features a rectangular shape with clean edges and precise folds. The exterior is predominantly white with a natural brown color scheme, indicative of a cosmetic product. The front displays vibrant graphics and text, including the brand name 'it's Pure' prominently at the top. The carton has a glossy finish, enhancing the visual appeal. The sides feature additional product information and recommendations, with a consistent design theme throughout.
The packaging is a rectangular folding carton, made from a single layer of paperboard. It features a smooth, flat construction with clean edges and folds. The exterior is predominantly white with colorful graphics and text. The front displays the product name 'It's Pure' prominently, along with a description of the product's benefits. The sides have additional information about the product and its organic certification. The carton has a glossy finish, enhancing its visual appeal. The top flap is folded down, indicating a tuck closure.
The packaging is a folding carton made of single-layer paperboard, featuring a smooth, flat construction. The box is predominantly white with vibrant green leaf graphics that create a natural aesthetic. The edges are clean and precise, indicating a well-constructed design. The front displays the brand name 'IT'S PURE' prominently, along with the product type 'Herbal Hair Colour' and the shade 'Chestnut'. The back likely contains product information and usage instructions, though not fully visible in the image.
The packaging is a folding carton with a smooth, flat construction. It features clean edges and precise folds, indicative of a single-layer paperboard design. The carton is predominantly white with light green accents, and it has a matte finish. The front displays product information and branding, while the sides contain additional details and instructions. The overall shape is rectangular, typical for retail packaging.
The packaging is a rectangular folding carton made from single-layer paperboard. It features a smooth, flat construction with clean edges and precise folds. The exterior is predominantly white with green and brown accents, showcasing a modern and natural aesthetic. The front displays the brand name 'it's Pure' prominently in a bold font, along with product information and graphics that suggest organic ingredients. The carton has a glossy finish, enhancing its visual appeal. There are no visible fluted layers, indicating it is not corrugated.
About the Brand
It's Pure is a UK-based D2C brand dedicated to developing certified organic hair dye and haircare products, targeting consumers seeking chemical-free alternatives. Their approach to packaging is grounded in sustainability, utilizing recyclable paperboard cartons and minimalistic, brand-consistent designs.
With a product portfolio focused on 100% natural formulas, It's Pure aligns its packaging choices with its eco-conscious mission, employing folding cartons constructed from single-layer paperboard and prioritizing materials that minimize environmental impact. Brand information, organic certification logos, and usage instructions are prominently displayed to support transparency and customer education.
Key Differentiator: It's Pure is the only UK brand certified to offer organic hair dyes without common hair dye chemicals, combining strict ingredient standards with a demonstrably sustainable packaging supply chain.
Design System
Visual Style
Typography features clean, sans-serif fonts with high legibility; the color palette is predominantly white, green, and natural brown tones, reinforcing organic and natural themes. The aesthetic is minimalist with botanical accents.
Brand Identity
Logo and company name are consistently positioned on the front panel, accompanied by certification icons and clear product descriptors. The design maintains strong visual consistency across SKUs, leveraging earthy visuals and uncluttered layouts.
Packaging Design
Material selection favors recyclable paperboard; structural design maintains simplicity for efficient stacking, shipping, and shelf presence. Design philosophy prioritizes eco-friendly, minimalistic solutions aligned with organic product positioning.
User Experience
Packaging supports a positive customer journey through intuitive layout, clear labeling, and accessible usage instructions. Design choices foster trust and reinforce the brand’s sustainable, health-first values at every touchpoint.
Company Metrics
Business insights for It's Pure based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Health-conscious consumers in the UK and EU seeking organic, chemical-free haircare solutions with a preference for sustainable, eco-friendly brands.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for It's Pure based on industry standards and best practices
Frequently Asked Questions
What packaging materials does It's Pure use for its products?
It's Pure primarily uses folding carton boxes made from recyclable single-layer paperboard, designed for both product protection and environmental responsibility.
How does It's Pure ensure packaging aligns with its sustainability goals?
The company selects recyclable and biodegradable materials, minimizes packaging layers, and maintains a consistent visual identity that highlights both organic certification and eco-friendly messaging.
How does the packaging design contribute to the customer experience?
Packaging is designed with a focus on clean, natural aesthetics and clear product information, enhancing the unboxing experience while reinforcing the brand’s commitment to organic and sustainable principles.
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