Field of Play’s identity for Puresport communicates its benefits in wellness and performance 

Loved by athletes and rigorously lab-tested, Puresport was created to be the world’s first range of natural CBD and nootropic products approved for usage by drug-tested professionals. Founded by ex-international rugby player Grayson Hart, the company’s goals are to not only provide innovative and science-backed natural products, but to also educate sportspeople and the wider world about the benefits of sustainable health. Courtesy of design and motion studio Field of Play, Puresport’s collections of oil tinctures, muscle roll-ons and capsules have received a brand refresh with a visual language that doesn’t lean too heavily into aesthetics typical of athletic or CBD brands. Instead, it offers flexibility in usage whilst capturing the brand’s original sporting roots. This is most prevalent in the pattenwork’s geometry; parallel lines form a visual nod to the repeated lines of the running track. Each product is differentiated by a variety of patterns and colours. “The Puresport palette is purposefully muted and communicates an emotive feel through the variation of colour and the orientation of a consistent brand pattern,” explains Creative Director Elliot Stansfield (PDINZ). In addition to the emotive nature of the palette, the colours represent the key benefits of each product. A rich orange signifies the immune-system-boosting qualities of Boost, whilst the New Zealand-based studio opted for calming pastel blue for the Destress range. “As customers are fairly loyal to their preferred products, the colours also become an easy signifier when purchasing,” Stansfield tells us.