Cul De Sac partnered with Mel Robbins to create the identity, packaging, and visual world for Pure Genius. Inspired by the familiar form of a light bulb, the brand positions Pure Genius as both a smart idea and an everyday essential, transforming a universal symbol of ingenuity into something approachable, useful, and instantly recognizable. The result is a brand that feels fresh and unexpected, yet somehow familiar.

3D: Szabi Design