Pure

Brand description

PURE embodies the excellence of premium artisanal lemonades. Through our cans, and soon our elegant glass bottles, we elevate carefully selected natural ingredients to offer a refined tasting experience. Each sip is an invitation to rediscover the essence and purity of an artisanal lemonade, crafted with passion and expertise.

Industry

Consumer beverage

Services carried out

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Brand strategy

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Visual identity

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Product and packaging design

Project Challenge and solution

Project Goal

The creation of PURE's brand identity emerged from a strategic challenge: how to craft a premium beverage brand that stands out in a saturated market while maintaining authenticity and visual sophistication.

Solution

The PURE brand identity combines minimalist sophistication with bold design elements to create an authentic, premium beverage experience. The visual system is built around geometric shapes and custom typography, creating a cohesive and adaptable identity that works seamlessly across packaging, digital platforms, and marketing materials while maintaining strong brand recognition.

Brand strategy

Naming

The name PURE emerged naturally for several strategic reasons:

• Perfect bilingualism: the word maintains its meaning and pronunciation in both French and English, facilitating international development.

• Evocative power: "Pure" immediately symbolizes the natural quality of ingredients and the authenticity of the artisanal approach in crafting these lemonades.

• Minimalist elegance: a short and impactful name that reflects the premium positioning.

• Creative potential: the concept of purity opens up numerous visual possibilities, from minimalist packaging to elegant visuals.

The versatility of the name also allows for coherent product line extensions: Pure Raspberry, Pure Lemon, etc. This simple and refined approach perfectly embodies the vision of a premium lemonade brand, combining naturalness and elegance.

Brand Strategy Overview

Mission:
To elevate artisanal lemonade to a premium experience by offering products of excellence that celebrate purity and authenticity.

Values:
• Purity - In the selection of ingredients and transparency of our approach.
• Excellence - In every aspect of our artisanal production.
• Authenticity - In our approach and expertise.
• Refinement - In the experience offered.

Personality & Innocent Archetype:
• Optimistic and pure in approach.
• Natural and genuine in interactions.
• In pursuit of simplicity and perfection.
• Driven by ideals of quality and authenticity.
• Inspires trust through transparency.
• Celebrates the purity of simple moments.

Points of differentiation

• Premium yet contemporary positioning, in contrast to competitors' traditional/vintage image.
• Focus on innovation and creative flavors rather than historical heritage.
• Strong and transparent eco-responsible approach throughout the production chain.

These advantages allow Pure to position itself as a modern and responsible brand in a market dominated by traditional players.

Design decisions

Creative direction

The creative direction embraces minimalism to reflect the product's purity and premium positioning. This approach emphasizes the authenticity of carefully selected fruit flavors while maintaining a sophisticated yet approachable aesthetic that celebrates simple pleasures.

Logo and typography

Main
Custom Typography Design:
• Sans-serif typeface embodying minimalism and modernity.
• Clean geometric shapes and balanced lines.
• Custom wordmark emphasizing purity.
• Soft, rounded edges creating a friendly and approachable feel, contrasting with traditional serif typefaces that can appear rigid and formal.

Strategic Design Choices:
• Departure from traditional serif fonts used by competitors.
• Modern handwritten secondary font for warmth.
• Absence of decorative elements.

Brand Alignment:
• Sophisticated yet approachable visual identity.
• Reinforces the core message of purity.
• Reflects brand values through careful iteration.

Secondary
The choice of a handwritten secondary typography serves multiple strategic purposes:
• Creates an emotional connection with consumers through its personal, friendly character.
• Balances the minimalist primary typography with a more approachable aesthetic.
• Supports the brand's mascot in delivering a positive, authentic experience.
• Maintains premium positioning while making the brand more relatable and human.

Initial Exploration
Hand-drawn sketches were created to explore various directions for the brand's visual language, laying the foundation for the design development.

Mascot

A mascot brings emotional depth and storytelling to the brand identity:
• Each fruit flavor features its own minimalist mascot design.
• Pure, refined illustration style aligns with premium positioning.

Strategic benefits of the mascot approach:
• Creates strong emotional connections with consumers.
• Differentiates the brand in the premium beverage market.
• Acts as a brand ambassador, highlighting natural ingredients.

Marketing impact:
• Enhances brand storytelling across all touchpoints.
• Drives social media engagement and interaction.
• Balances premium quality with approachable personality.

colour

Distinctive color choices:
• Breaking away from traditional pastel and metallic codes in the premium sector.
• Adoption of vibrant and authentic colors inspired by fruits.
• A modern and bold palette that asserts the brand's personality.

Role of white:
• Expresses purity and simplicity.
• Supports the brand's minimalist approach.

Strategic use of colors:
• A harmonious combination of white with natural fruit tones.
• Reflects the authenticity of ingredients.
• Reinforces the unique identity of each flavor.

Packaging design

Distinctive minimalist approach:
• Contrast with traditional ornamental designs in the sector.
• Pure expression of exceptional product quality.

Modular design system:
• Clear differentiation between flavors.
• Maintenance of strong visual coherence.
• Flexibility for future range development.

PORTFOLIO

About

DIMITRI BLANCHARD