Years of fresh food without shortcuts.
Purée was built on a simple belief. Real ingredients, honestly prepared, make people feel better. While we have a new look, what we stand for hasn't changed. In fact, we've become even more focused on what we love about Pureé and how it makes us all feel.
About Pureé
Purée was founded in 2011 by someone who believed juice should be made the right way. Cold-pressed. Organic. Bottled in glass. Never HPP.
For years, it was the quiet standard in the DC area. The place people trusted when they wanted something real. Dyala was one of those people.
She had been a Purée customer for over a decade. She loved the juice. She loved the glass bottles. She would keep them, reuse them, bring them back. She noticed the difference between these juices and everything else on the market.
When the opportunity came to carry the brand forward or say goodbye to their fresh juices forever, it wasn't a business decision she needed to talk herself into. It was obvious. She already believed in it.
The moment it clicked
Juice that gave the feeling of flying.
Our owners loved this brand for years before they ever thought about leading it.
Dyala was on a morning walk with her mom. Celery juice in hand. And she remembers thinking, I feel amazing right now. It wasn't the weather or a marketing promise. It was something she felt. That amazing vibrance of sunshine in a cup, an uplifting vibe of nourishment.
Kaveh had his own version of that moment. At the height of COVID, his daughter was just born. He was at Sibley Hospital, exhausted, couldn't trust anything in the cafeteria. He spotted Purée and felt it was the only thing he trusted to eat that day after lots of fast food. This was amazingly fresh food quickly.
What we believe
no HPP, always organic.
That was the original promise. It became the philosophy.
At the center of our juice is produce that's minimally processed. Raw, organic, cold-ressed. Unlike others, we don't use HPP (high-pressure pasteurization) to cut costs and corners. A lot of brands call their juice cold-pressed and still use HPP to extend shelf life. We don't.
If a juice lasts longer than a week, it's been processed. Ours hasn't.
We source 100% organic ingredients. Not mostly organic. Not organic when possible. Always. If we can't get organic, we don't carry it.
Our people
The Purista experience
Anyone can sell juice. What you can't replicate easily is the feeling of walking into a Purée location and feeling genuinely taken care of.
Our team, the Puristas, are trained in hospitality the same way you'd expect at a place you'd go out of your way to visit. They know the menu. They know the ingredients. And when you don't know where to start, they'll ask how you want to feel and go from there.
That's the part of Purée you can't order online. Come in sometime. They'll take care of you.
Our rebrand
Designed to look as good as it feels.
A nod to the beach, to cabanas, to the kind of place where everything slows down just enough to feel good. They show up intentionally. An accent, never wallpaper.
A palm tree and a citrus half-slice. Simple and a little sun-soaked. "Est. 2011" underneath, because this isn't a new idea. It's something that's been earning trust in the DC area for over a decade.
Warm and a little hand-done. Not perfectly polished. Not corporate. It has the feel of something made with care rather than produced at scale.
Elegant, bold, unexpected for a juice bar and inspired by the founder. That's exactly why it works. It doesn't need to explain itself.
Sunny light. Real produce. Honest moments. Glass bottles in sunlight. We're not trying to look like a supplement company. We're trying to look like a place you'd actually want to visit to slow down and enjoy your food.
The small things are where a brand either earns it or doesn't. The fruit stickers. The postcards. The little touches you notice without knowing why. That's where the care lives.
All of it points to one idea. Wellness should feel beautiful. Not intimidating, not sterile, not trying too hard. Just a place you're genuinely glad you found.
