In this profession that seems to follow one template when it comes to branding, it was important to create an identity that could stand out in a sea of the cliché. The PURE brand came from the idea of connecting a state of mind rather than physicality to massage. In this conception a few select words: energy, renewal and transcendence became the informal tag lines for the brand. The serpentine lines lend to the notion of energy as they flow with one another and the use of “spring” green works with the concept of renewal. The artwork, “man” and “woman” is in the vein of transcendence and are meant to give an aura of the otherworldly.