A few years ago. Gush, a Singapore-based company focused on creating air-purifying paint, faced a unique challenge. Their product’s core benefit, cleaning the air, was invisible. To make this unseen power tangible, Gush turned to Pentagram, the renowned design studio, to develop a comprehensive visual identity. Their solution was to create a brand framework that not only visually represents the product’s function but also reinforces the company’s belief that small individual actions can lead to a significant positive impact on the world. The resulting identity is a testament to how design can transform an abstract concept into a compelling and optimistic brand story.
The Circle as the Main Symbol
Gush’s visual identity centers itself through the circle, an element that creates endless imagery possibilities. This simple, universal shape is used to represent molecules and particles, the very building blocks of the air that Gush’s paint purifies. Pentagram used these circles to create a dynamic visual language that appears across all brand materials, from imagery to data visualizations. This motif visually connects the smallest, most fundamental particles to the larger change that the brand aspires to create. It transforms a static brand element into an active symbol of a cleaner future.
Typography with a Scientific Flair
The visual identity of Gush is deeply integrated into its typography, where letterforms become a part of the core concept. The primary typeface, ABC Camera by Dinamo, was chosen specifically for the circular light traps or “holes” within its letters. This unique feature directly mirrors the molecular particles that are at the heart of Gush’s air-purifying mission. To balance this scientific precision with a human touch, the contemporary serif typeface Reckless Neue by Displaay is used as the secondary display font. Finally, the brand’s body text is set in GT America by Grilli Type, ensuring clarity and readability.
A Sustainable Packaging Solution
Recognizing the inefficiencies and environmental waste associated with traditional round metal cans, Pentagram partnered with product designer Piotr Woronkowicz to develop a new container that is not only polished but fundamentally more sustainable.
The innovative design features a square footprint for increased shipping efficiency and is made from low-impact materials. The container opens to reveal two trays, with the paint housed in a transparent bag made of biodegradable acetate. This bag has a flat bottom, allowing it to stand upright, and a clear cap to make the paint color visible. The main container is crafted from molded paper pulp, a material never before used for paint trays in the United States. The packaging’s circular handle subtly echoes the Gush symbol, and a bubble pattern is embossed into the molded pulp, a final detail that reinforces the brand’s core concept.
Gush: Beyond Surface
The Gush product itself stands out not only for its air-purifying properties but also for its commitment to sustainability beyond the paint. The brand’s philosophy is captured in its tagline, “Beyond Surface,” which highlights its goal of addressing broader environmental issues. This is exemplified in the new, innovative packaging Pentagram designed: a low-impact container made from molded paper pulp. The container’s square shape allows for more efficient shipping, reducing the carbon footprint of transportation. This holistic approach proves that Gush’s dedication to a cleaner world extends far beyond the liquid inside the can.
Pentagram is a collective of 23 partners who are both practicing designers and owners of the business. This structure ensures that clients work directly with the creators of the project, fostering a personal and deeply committed approach to design. Since its founding in 1972, Pentagram has produced a diverse body of work across various disciplines, from graphics and branding to product design and data visualization. Their collaborative model and passion for excellence have established them as a leader in the design industry, you can check out their website here.
Creative Credits
Pentagram Partners
Eddie Opara, Piotr Woronkowicz
Project team
Jack Collins, Brankica Harvey, Issabella Hindley-Cupper, Ruben Gijselhart, Chauncey Zhang, Justin Zhang, Ruairi Walsh, Dana Reginiano
Project Collaborators
Rachel Kash and Rebecca Vandesande (brand strategy), Joseph Toereki (particle renderings), Setu Choudhary (particle animation), Max Guther (illustration), Goeun Choi (packaging renderings).
See you soon amigos!
A Type of Ari.
