Pure Souls
Disciplines:
Art Direction, Packaging & System Design
Context:
The task was to design a packaging system for a made up fashion brand. The system needed to include a hang tag, box, clothing label and flasher. All components had to follow a consistent visual style.
Solution:
Pure Soul was inspired by the song Pure Souls by Kanye West, especially the line, “I was one of them weirdos of the pure soul that would go to the flea market to buy fake clothes.” The brand uses this idea of being authentic even when things are imperfect or unconventional. Pure Soul is a sustainable, purpose-driven clothing line for young adults with a neutral approach. The minimal look is intentional, giving space for people to screen print or customize pieces to create something unique to their own fashion taste. The clothing is effortless, affordable, and conscious, with loose fits and designs that are neither too simple nor too bold. It's clean, wearable, and pure.
