BRIEF:

A dream project for me has always been a creating a complete brand from scratch. Thus was born Purity, a UK based juice company. Unlike my usual clients, Purity is fictional, created specifically for this project. I spent time developing a complete client profile for Purity, including a project brief. Here's a little bit about Purity and what they required:

We make and supply healthy, cold press juice to local cafes, restaurants in Nottingham and sell out of our shop. Its our goal to reach mass market and begin supplying to supermarkets across the UK. Our current logo is basic text and we package the juice in plain brown cartons with the logo and flavour stamped/written on. We need an updated logo that represents a serious and professional business. We also need help with naming and packaging for our 5 core flavours that reflect a less serious, health focused, happy business. We plan on releasing more flavours as the business grows.

SOLUTION:

The goal for the Purity identity was to represent the company in a way that’s clear, professional, and concise. The logo is a simple, clean wordmark with small details that add character and make it special. It represents a professional business that provides execptional quality without taking themselves too seriously. The secondary marks bridge the gap between the professional brand and playful packaging, including use of the slogan and signature “drip”.

THE FIVE FLAVOURS

The business planned on launching with 5 core flavours and developing more as the company grows. A naming and design system was created so that additional flavours could be produced with ease and consistency.

The system requires 2 word flavour naming that uses either rhyme or alliteration, thus maintaining a consistent tone of voice that is happy and playful.The logo and slogan are locked-up with each flavour name to present the brand identity in a cohesive way.

The Packaging

Purity’s packaging is happy and inviting. The vibrant pop of colour stands our against a wall of white cartons featuring stock fruit photography. The consistent packaging and naming system will become easily recognisable. The simplified ingredient list sits on top of the silhouetted ingredients, making them instantly recognisable. The five core flavours are differentiated through colour, numbers, and illustration whilst clearly remaining part of the same family.