Disrupting a
dusty industry

the story

An innovative way of cleaning by applying the well-proven Nespresso model, as well as lessening the impact cleaning has on the environment.

Client
Services
  • Research
  • Product
  • User Experience
  • Photo
  • Video
Awards
  • German Design Award Nominee
  • Red Dot
  • Spark Gold
  • IDEA Finalist

SMAL team research showed that 95% of standard cleaning solutions are nothing but water. This quest was answered with the PURE system which replaces the usual diluted solution with a concentrated tablet to which the user simply adds tap water.

Commercially, sanitation products mainly compete over features ranging from decorative dynamic shapes to chemical colors to indicate aggressiveness rather than rooting for the original story as to why we clean; returning to whiteness, purity, serenity.

With the PURE system, the approach of mixing cleaning solutions at home rather than in the factory, saves money by reducing shipping costs and packaging waste. A single, beautiful bottle replaces dozens of disposables over the course of several years. It’s everything you need to clean, and nothing you don’t.

PURE is an example of a product solution that challenges the status quo. The solution resulted to be a disruptive business model which has actually already been proven successful in coffee and printing markets. PURE’s become a bottle that’s more intuitive to use, and most importantly, generates far less waste.

As far as the naming went, we toyed with very abstract options through to the purely functional and descriptive of the business offering; PURE was born. Recognized by numerous design awards, PURE was patented and is open for licensing.

SMAL team research showed that 95% of standard cleaning solutions are nothing but water. This quest was answered with the PURE system which replaces the usual diluted solution with a concentrated tablet to which the user simply adds tap water.

Commercially, sanitation products mainly compete over features ranging from decorative dynamic shapes to chemical colors to indicate aggressiveness rather than rooting for the original story as to why we clean; returning to whiteness, purity, serenity.

With the PURE system, the approach of mixing cleaning solutions at home rather than in the factory, saves money by reducing shipping costs and packaging waste. A single, beautiful bottle replaces dozens of disposables over the course of several years. It’s everything you need to clean, and nothing you don’t.

PURE is an example of a product solution that challenges the status quo. The solution resulted to be a disruptive business model which has actually already been proven successful in coffee and printing markets. PURE’s become a bottle that’s more intuitive to use, and most importantly, generates far less waste.

As far as the naming went, we toyed with very abstract options through to the purely functional and descriptive of the business offering; PURE was born. Recognized by numerous design awards, PURE was patented and is open for licensing.

Read more

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