Unknown Friends worked with KPURE to reimagine their brand and packaging, giving a modern look to a science-based haircare line. The project aimed to challenge the harsh perception of keratin-based products by crafting a more approachable and trusted identity, grounded in clean design and ingredient transparency. The new visual system features a modular packaging architecture, a distinctive vertical typographic structure, and molecular-inspired icons that reference the brands scientific roots. At the heart of the identity is a custom K symbol a mark that fuses motion and molecular form to reflect both fluidity and precision. The result is a bold, unified brand system that resonates with stylists, salon clients, and everyday users alike, redefining what high-performance haircare can look and feel like.