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Client: pearº

Designing a brand universe for the world’s biggest social experiment

Challenge: To develop a unique and ownable brand identity for an entirely new concept that has never been done before which appeals to a global audience and communicates brand purpose.

Solution: A slick and simple identity that’s unique yet familiar. Bold and engaging, it exudes brand purpose through the visual representation of pearº ring wearers being drawn together in the real world.

This was an idea we immediately swiped right on. We were approached by the minds behind pearº to create a universe for this world-first brand.

pearº is the first of its kind: a social experiment and the first wearable for singles that identifies you’re available and looking. Anti dating app and anti-Metaverse, it exists to promote serendipitous moments and natural relationships in the real world (or real-verse, as we came to coin it.)

In a world where humans have never been more connected, we’ve never been more alone.

People wear engagement rings to express their love and devotion to another. pearº exists to show the opposite – that you’re on the market, empowered, and not ashamed to shout about it.

With a mission to build a new movement and to carry out a social experiment on the global stage, creating a brand that feels familiar was essential to creating trust. This identity had to be bold and eye-catching to stand out in a crowded market, while also being approachable and inclusive to appeal to a diverse range of potential customers.

Mint green became the brand’s hero colour to give the palette a more neutral feel, whilst subtly conveying the idea of green meaning on. In colour psychology, mint green is associated with growth and good luck.

Pale lavender was chosen to represent pearº’s LGBTQ+ ring which perfectly complements the hero palette and feels at home in the overall pearº universe.

To bring the brand to life, we designed a slick, interactive website that articulates the brand’s purpose, seamlessly showcasing pearº’s mission, ethos and values.

We wanted to convey real world chance meetings through the visual representation of rings being drawn together, moving around in the real world. We used the scenarios of a crosswalk and train station platform to help tell this story for the website through clever animation.

Since its launch in early 2023, pearº has taken the dating world by storm and continues to generate huge interest globally. With thousands more people participating in the experiment each week, it’s reshaping the way people think about dating and has given people permission to embrace IRL once more.

We loved working on this project and bringing this unique idea to life through this brilliant brand universe, and we’re proud to be supporting the pearº team as they continue to redefine the world of dating.

Get the low down on pearº here.

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