Pure Blonde:
boldly revitalized

Taking inspiration from two decades of heritage, the revitalized Pure Blonde brand identity and packaging has drawn on the brand’s original roots but reshaped to align to contemporary consumer needs and the need for greater shelf impact.

Our creative approach was to have the new clean-cut, bold logotype punch on shelf, as well as the beer descriptor reversed out of a strong navy band. The addition of beer ripples into the brand’s DBAs gives refreshment cues and an energy to the pack. The reuse of the original angel mark gives a stronger and more gender-neutral identifier to the brand.