Purifying life.
Anatase Pure® brand
Purifying life.
Anatase Pure® brand
Purifying life.
Anatase Pure® brand
Fields
Brand strategy
Visual identity
Industry
Renewable energy
Ventilation
Date
December 22'
Role
Digital Designer
Studio
Lucero Studio
Engineered by Nature
Anatase Pure is a small company founded between New York and Valencia focused on small water and air purification reactors construction and design. Its name is inspired by nature and the anatase particle, and through the application of clean technology follows its processes in air and water treatment to provide sustainable systems focused on health.
Its desire is to restore to humanity the purity of nature that we lost on the path to industrialisation, making the latest technology in air and water treatment systems available to people in the most affordable and low maintenance way.
Anatase Pure approached me to shape its brand and digital system, translating complex clean technology into a clear and emotionally resonant identity.
Fields
Visual identity
Brand strategy
Industry
Renewable energy
Ventilation
Date
December 22'
Role
Digital Designer
Studio
Lucero Studio
Defining
the value core
Defining the value core
Before building the visual universe, we ran a focused strategy exercise with the business team to clarify their positioning, defining a clear value proposition and identifing tangible product attributes aligned with real customer benefits.
This foundation stablished brand direction and ensured the pillars were strong and consistent.
The particle
as the compass
The particle as the compass
The identity system is built around it's core scientific element: Anatase particle, as it's the active component responsible for the aire and water purification processes inside reactors. Visual identity had to feel clean and modern, reflecting precision and refined finishes of the physical product design.
Graphic language and storytelling was structured around two key sectors the company wished to impact the most: health providing and nature protection.
Digital atmosphere and visual universe
Digital atmosphere and visual universe
A clear system, white space and typographic hierarchy that prioritizes clarity and focus. Strong colour contrast to reinforces the sense of purity and clean technology.
Every element responds to a strategic decision: making science understandable for everyone.
A clear system, white space and typographic hierarchy that prioritizes clarity and focus. Strong colour contrast to reinforces the sense of purity and clean technology. Every element responds to a strategic decision: making science understandable for everyone.
Keep
exploring
Other projects
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Brand Identity
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Brand Identity
Tagoro Dive
Brand Identity
Fields
Visual identity
Brand Strategy
Industry
Renewable energy
Ventilation
Date
December 22'
Role
Digital Designer
Studio
Lucero Studio
Technology meets nature
Anatase Pure is a small company founded between New York and Valencia focused on small water and air purification reactors construction and design. Its name is inspired by nature and the anatase particle, and through the application of clean technology follows its processes in air and water treatment to provide sustainable systems focused on health.
Its desire is to restore to humanity the purity of nature that we lost on the path to industrialisation, making the latest technology in air and water treatment systems available to people in the most affordable and low maintenance way.
Anatase Pure approached me to shape its brand and digital system, translating complex clean technology into a clear and emotionally resonant identity.
Defining the value core
Before building the visual universe, we ran a focused strategy exercise with the business team to clarify their positioning, defining a clear value proposition and identifing tangible product attributes aligned with real customer benefits.
This foundation stablished brand direction and ensured the pillars were strong and consistent.
The particle as the compass
The identity system is built around it's core scientific element: Anatase particle, as it's the active component responsible for the aire and water purification processes inside reactors. Visual identity had to feel clean and modern, reflecting precision and refined finishes of the physical product design.
Graphic language and storytelling was structured around two key sectors the company wished to impact the most: health providing and nature protection.
Digital atmosphere
and visual universe
A clear system, white space and typographic hierarchy that prioritizes clarity and focus. Strong colour contrast to reinforces the sense of purity and clean technology. Every element responds to a strategic decision: making science understandable for everyone.
Curiosity?
Location
Jaime Lucero
Digital Designer
Multidisciplinary Photographer
Reach me at:
jaime.luceromarcos@gmail.com +34 646 13 44 86
Currently:
Based in Madrid
Open from:
Monday
Friday
9 AM
17 PM
Design & dev — Jaime Lucero®, 2026
Dribbble
Curiosity?
Location
Jaime Lucero
Creative Designer
Multidisciplinary Photographer
Reach me at:
+34 646 13 44 86
jaime.luceromarcos@gmail.com
Currently:
Based in Madrid
Open from:
Monday
Friday
9 AM
17 PM
Design & dev — Jaime Lucero®, 2026
Dribbble
Curiosity?
Digital Designer
Multidisciplinary Photographer
Jaime Lucero
Reach me at:
jaime.luceromarcos@gmail.com +34 646 13 44 86
Location
Currently:
Based in Madrid
Open from:
Monday
Friday
9 AM
17 PM
Design & dev — Jaime Lucero®, 2026
Dribbble