Pure Table Top has launched PurerHome, its new brand on a mission to be the catalyst for regenerative change across the homeware industry.
The first step in the launch is a collection of tableware and kitchen textiles in partnership with the Eden Project, created to align with its charitable mission to inspire positive action for the planet.
Together, PurerHome and the Eden Project want consumers to gain a deeper understanding of the world and how together, as a society, our actions can make a positive difference. They want to inspire consumers to buy better products, designed to last longer.
Striving to spark change across the housewares industry and beyond, a percentage of every sale of a PurerHome X Eden Project product will support the Eden Project and its charitable initiatives.
Each item in the PurerHome x Eden Project collection will be accompanied by its own Digital Product Passport (DPP) which documents every step of its supply chain. Working with partners Fabacus and Dayrize, the new DPPs have collated a raft of product information accessed via a QR code on the recyclable packaging.
Inspired by the Mediterranean Biome at Eden Project, the PurerHome X Eden Project collection offers a range of tableware and kitchen textiles reminiscent of summers on the continent. The range celebrates the natural world and shines a spotlight on the sights, colours and scents, making the Biome’s beautiful produce the hero of the story.
Hand-drawn illustrations of tomato vines, gnarled olive branches and chilli peppers grown in the Biome all come together to create a sophisticated, yet playful look for the home.
Lucie Taff, head of brands and marketing at Pure Table Top, commented: “Working on new brand PurerHome has been an exciting development in our sustainability journey and our commitment as a business to use our work as a force for good.
“Our launch collaboration with the Eden Project is the exciting first step to help us create a conscious collection that builds relationships between people and the natural world and helps us to consider the environmental impact of our purchasing decisions.”
