Pure Table Top has unveiled PurerHome, its new brand which is 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.
A percentage of every sale of a PurerHome X Eden Project product will support the Eden Project and its charitable initiatives, from habitat regeneration across the UK to social prescribing and connecting people with nature.
Each item in the PurerHome x Eden Project collection will also be accompanied by its very own Digital Product Passport (DPP) which documents its supply chain journey, from the raw materials through to production and shipping. Working with partners Fabacus and Dayrize, the new DPPs have collated a whole world of product information that can be accessed via the QR code on the 100% recyclable packaging.
Inspired by the Mediterranean Biome at Eden Project, the PurerHome X Eden Project collection offers a new range of tableware and kitchen textiles reminiscent of summers on the continent. Indeed, the collection shines a spotlight on the sights, colours and scents making the Biome’s beautiful produce the hero of the story.
Hand-drawn illustrations of the tomato vines, gnarled olive branches and vibrant chilli peppers grown in the Biome itself all come together in the collection.
Items include ceramic dinnerware, serveware and mugs, plus kitchen textiles such as napkins, tea towels, aprons and oven gloves.
All items in the collection are presented in FSC certified or recycled card packaging.
“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,” commented Lucie Taff, head of brands and marketing at Pure Table Top. “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.”
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