The Insight

The dating app market is saturated, with many apps offering similar features and experiences. We set out to find what GenZ were really looking for when it came to their dating App experiences. Our research was clear, the 18-35 market are tired of the same old narratives they've been sold, and are yearning for a fresh perspective.

This understanding led us to the idea that we needed a symbol to unite the open minded, those looking for romance outside of the standard quo. We wanted to create something that would encapsulate PURE's unique proposition and trigger curiosity. We set about creating a movement in the Dating App world, through a symbol that's as twisted and intriguing as the connections that Pure promises.

The Strategy

Enter the pretzel - a symbol that's as twisted and intriguing as the connections that PURE promises. This wasn't just limited to a logo; it was about creating a movement. We collaborated with over 100 influencers, each bringing their unique verve to the table. From the get-go, we were hands-on: from identifying the right influencers and brainstorming creative concepts to ensuring seamless execution. Our strategy was to leverage the power of intrigue. By positioning the pretzel as a conversation starter, we kindled discussions, piqued curiosity, and fostered a sense of community among the open-minded. The result? A whirlwind of organic buzz that made PURE the talk of the town.