As the world’s leading producer of all natural, high purity stevia ingredients, Pure Circle aims to leverage the small green leaf’s influence on the world. Their passion for reducing calories with a naturally sweet option that doesn’t compromise on taste is complemented by their desire to have a positive impact on the planet and people they touch at every level of contact.

Pure Circle approached us to help them translate this all-natural vision of their brand while maintaining a tight budget, for their Institute of Food Technologists (IFT) trade show environment. Their objective was to convey the idea of natural goodness through the booth while quickly communicating visually the message of their vertically integrated supply chain with the largest supply of stevia in the world. They wanted to draw in a target audience of R&D employees at companies both small and large, plus experts in the field of product research and development while reinforcing their market position as the leader. And due to exhibitor restrictions, we had only so much surface space to do this with.

Their previous exhibit space was too sleek, modern and didn't convey the warmth or naturality they actually wanted to convey. We solved this by using only natural materials for the booth. A sustainably harvested pine wood was used for the main materials, custom dyed in their brand colors. We chose to display several images from their farms and the leaf in various stages of production to quickly tell their story while giving the sales staff visually talking points with the guests. These images were printed on veneer wood and then applied to falcon board, both sustainable and eco-friendly products. This reinforced the natural material usage and gave more warmth to the space. Finally we layered in furniture for the tasting counter and meeting area with furniture that complimented textures you’d find on the farm plantations they harvested their product from.

The result was a minimal but impactful space that immediately supported the brand while promoting their stories. It was met with great success and compliments, so much so, that we were then asked to design the interior of their expanding office headquarters in a similar fashion, which is currently being built out. Oh, and these are just great people doing great work for the benefit of us all as well. It feels good to get to do good work for such good people.