Pure-lē, a forward-thinking family business in the nutritional supplement business, is renowned for the superlative quality of its natural and organic products. A new identity was needed to reflect its progressive spirit while retaining the authentic quality earned through generations of continuous operation. Along with the logo, we redesigned the entire packaging system, developing a consistent design/communication architecture across categories, substrates and forms. We then engineered a commerce-focused website to reflect and reinforce the new design. As a bonus, we created a monogram to animate the legacy of four generations and reinforce the foundation of its superior product lines.