Wordmark & identity evolution.

Back in 2015, when Pura Vida had just a single location in South of Fifth, owners Omer and Jenn Horev approached us with a crazy idea – to take their brand and become the leading healthy food concept in South Florida.

As part of our engagement, we identified the need to create an aspirational brand vibe and build a new and improved logo system that would allow them to revamp their original location.

We redesigned their wordmark and brand seal. We then worked with their team to apply the first evolution of touchpoints to the shop, including uniforms and bags.

As Pura Vida continued to expand, they have since undergone several transformations and updates of its color palette from black and green to blues, hand-drawn typographies, menus, bags, signage, and more – all done by their in-house creative team.

Within a few years, Omer and Jenn reached their goal of becoming Miami’s most famed and beloved brand for health, wellness, and longevity-seeking customers.

 

  • As Pura Vida owners prepared to revamp their first (and back then only) location in South of Fifth and started to build the foundations of a highly scalable brand, the need for a more aspirational brand identity became the central focus of our engagement.

  • Honoring Omer and Jenn’s vision for Pura Vida’s next chapter of growth, we redesigned their wordmark, brand seal. We also explored new ways to express their brand through their visual communications, seeking to delight and inspire their customers from the beginning of their experience to the end.

  • + Brand & Positioning Strategy

    + Brand Identity Design

    + Wordmark & Seal System

    • Omer Horev

    • Jennifer Horev

    • Jose Nava

    • Tia Morrill

    • and, of course, the amazing Pura Vida design & creative team!

 

The initial brand wordmark and iconic pineapple have been maintained even as Pura Vida continued to evolve its color palette and hand-drawn typographies.

DISCLAIMER: The following brand applications are meant to showcase how the brand has evolved since 2016 by Pura Vida’s in-house creative team, and were not designed by Levie.