Pure Blonde Lager
Boldly revitalised.
Our client, Carlton United Breweries, wanted to refresh the Pure Blonde Identity and packaging design as they felt there was an opportunity to increase the shelf impact of the brand, and play more to the brand’s original roots. It was also essential that the new brand identity and packaging align with contemporary consumer needs, whilst broadening its appeal to a broader audience of mainstream beer drinkers.
Taking inspiration from two decades of heritage, the revitalised 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.
The creative solution was the introduction of a new clean-cut, bold logotype that stands out on the shelf. By enhancing the existing ripples, we infused cues of refreshment, reinforcing its identity as a robust brand in the KBA category. The redesign involved removing the halo and reintroducing the original winged figures as a central element of the brand mark. The outcome is a revitalized brand that honours its heritage while widening its appeal. Pure Blonde is now presented as a delicious beer that also offers health benefits, expanding its appeal and solidifying its position in a competitive market.
