At Pure we often go off on tangents. One idea leads to another, then to another, then to another. Sometimes those trains of thought lead to dead-ends, but there are times that this process of thought leads can lead us to consider some of the very fundamentals of what we do and what we create as an individual, as a team, or as a species.
The name Pure symbolises our attitude and our philosophy as believers in harmonious work and spotless results, but the word 'pure' itself is one of those words that carries a million meanings and can send each person who hears it on a different thought path.
One such connotation is water. Ah... water. The very thought of it makes the mouth begin to um... water.
And for water things just get better and better. Just imagine trying to sell someone a bottle of water 100 years ago. They'd have laughed in your face. And yet today bottled water is a common commodity, even though more water is used in the production of the plastic bottle than for the water that is held within it. Just check this out - now we even have Water Bars sprouting up in Dubai (We admit that they are in the middle of the desert there, although these are luxury waters we're talking about...)
We're talking about the most pure waters in the world here, from the glacial ices of Canada to the fresh mountain springs of Tasmania. Water - truly the marketing success that eclipses all other marketing successes. To take something that exists all around us; something that falls periodically from the sky, that comes out of our taps, that makes up 70% of the planet, then to market it and to sell it in massive quantities. Ok, we all know that the water in Shanghai's taps and rivers is hardly appetising, but those folks in Europe have no excuse!
Whatever next? People selling sunlight? People selling earth and sand? People selling human hair? People selling oxygen or even just air?
Here, the minds behind Pure collate their impromptu musings, random inspirations and epiphanies borne of the deepest meditation.