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01 CONCEPT & STRATEGY

Blue is the New Green

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The Puro Azül campaign introduced a conceptual brand we created from scratch, built around blue spirulina as a vibrant, natural energy source for health-conscious consumers aged 16–35. With the message “Blue is the New Green,” the campaign positioned Puro Azül as more than just a juice—it was imagined as a lifestyle brand centered on wellness, transparency, and positivity. Through a mix of digital storytelling, experiential ideas, and brand partnerships, we transformed a made-up product into a compelling concept that inspires healthier choices and energizes everyday life.

02 BRAND IDENTITY

Tagline: Blue is the New Green

Core Values: Transparency, wellness, positivity

  • Design System:

    • Color palette inspired by blue spirulina

    • Wordmark + custom iconography for flavors

    • Typography pairing: Wilden (primary) & Courier New (secondary)

  • Packaging: Minimal, transparent bottle design with bold blue hues emphasizing purity and freshness

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02 PACKAGING & BRANDING

Flavors

  1. Atacama Grape – spirulina, coconut water, lemon, grapes, honey

  2. Texoco Mango – spirulina, coconut water, mango, agave, Tajín

  3. Paracas Pineapple – spirulina, coconut water, pineapple, orange, ginger, maca

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03 OOH / INTERACTIVE MEDIA

Poster Series & Guerrilla Stickers with NFC tags

  • Users tap to receive a digital “Boost” — affirmations, positivity messages, or surprise rewards

  • Designed to spread positivity online and offline

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04 EXPERIENTIAL ACTIVATIONS

University Juice Truck Tour — Free tastings and product drops on campuses built awareness with busy students while reinforcing Puro Azül as a clean energy choice.

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Farmers’ Market Pop-Ups — Sampling stations and on-the-spot purchases connected the brand with health-focused consumers in authentic wellness spaces.

05 PRINT/ POS

Receipt Messaging

  • Every purchase prints with a motivational message, wellness tip, or reward

  • Extends the brand ethos of positivity into everyday life

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06 BRAND COLLABORATION

Whole Foods Partnership

  • Juice bar collab: transform their signature green juices into Blue is the New Green blends with spirulina

  • Positions Puro Azül alongside an established health retailer

Puro Azül and Whole Foods Juice Bar are teaming up to launch vibrant blue spirulina-powered energy blends, taking over the green juice game with a bold, nutrient-rich twist—because “Blue is the New Green.”

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07 DIGITAL & SOCIAL MEDIA

  • Instagram Feed + Reels showcasing product, wellness content, and campaign moments

  • Brand Video highlighting the story behind Puro Azül, ingredient sourcing, and lifestyle positioning

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07 PRODUCT LINE EXTENSION

Puro Azül Elixir

  • Blend of blue spirulina, adaptogens, and electrolytes

  • Expands brand beyond juice into functional beverage space

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