A BRAND REPOSITIONING
A highly successful national retail brand, PURE Drinkware, sought to partner with a company that was well equipped to retarget the brand toward an e-commerce consumer audience. They wanted a team to help refresh the brand strategy, website, and create and manage engaging social media content tailored toward e-commerce.
BRAND STRATEGY REFRESH
With collaboration from the brand, we solidified the purpose, vision, and mission of the brand. We developed brand positioning within the market and gave key takeaway market differentiators plus future growth opportunities that aligned with the brands forward facing vision.
We believe in placing the power in your hands for wellness, self-expression, & for making the world more PURE.
To provide people with premium drinkware that allows them to express who they are and care for those around them.
To be the most fun and people conscious drinkware company that reaches beyond the drink.
One of the first needs PURE had in seeking to launch into this new market was a brand refresh to match their current & future goals. This entailed creating consistency & cohesion across all their brand touchpoints—packaging, logo usuage, social media accounts, website & more. The new strategy & look would now align with their vision & target audience.
The brands architecture was scattered in its design. PURE had multiple product lines with minimal consistency in logo and packaging design to help consumers identify the brand with ease. The visuals below show the before and after of 2 of the many product lines within the PURE brand that we modified for clarity and consistency across the brands product lines.
We developed a new tagline to match the new brand identity “For Good Clean Fun”. For Good Clean Fun represents the true heartbeat of the brand and the customer experience. Each word in the tagline represents a core value of the brand and sets the band apart from it’s competitors.
We believe in placing the power in your hands for wellness, self-expression, & for making the world more PURE.
To provide people with premium drinkware that allows them to express who they are and care for those around them.
To be the most fun and people conscious drinkware company that reaches beyond the drink.
TYPOGRAPHY
For the main display headlines, we chose a typeface that captures the fun, expressiveness of the brand without seeming formal as some serif typefaces can be. As a complement, for subheadlines & body copy we chose Brandon Grotesque for good legibility & a modern, clean look.
BRAND COLORS
Based on PURE’s target audience – sunbathers, day hikers, yogi’s, minimalists, & families with kids – as well as our knowledge of color psychology and how colors effect human psyche, we created a color palette that consumers would relate to the brand. We ultimately decided on the four colors below – which also are experienced in core activities the target audience enjoys.
A FUTURE OF GOOD CLEAN FUN
With a focused strategy, a fresh new look, and a clarified brand voice and vision, we equipped PURE with market positioning that will create a backbone for and launch their future growth.
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