Purelei makes Hawaii-inspired jewelry made in Germany and wants to spread this tropical feeling to their customers all around the world. They had no constant visual identity. With an existing logo, the goal was to recreate a tropical, elegant and girly world around the brand, to give Purelei a round and complex visual concept.

Purelei‘s visual identity is elegant with a tropical touch. Using a soft pink as their main color with golden foil accents, the packaging has a very clean look on the outside. The tropical pattern that one can find on the inside by opening it however creates a surprise moment for the customer.