Purity Foods Rebrand

In Newfoundland and Labrador, Purity is a household name, but to those outside of the province, the name is a bit more unfamiliar.

I have so many memories of drinking Purity Syrup at Christmastime with my family when I was growing up in Newfoundland and Labrador and I recently got to thinking about their brand and packaging (and those classic red and yellow colours!). After taking a visit home and seeing Purity products everywhere, I thought it might be a fun personal project to reimagine the brand.

The Purity logo is so recognizable and I didn’t want to make the brand look totally different from the existing look. I decided to keep red and yellow as brand colours, but use them in a less heavy-handed way. I also love logos with custom lettering, so I decided to continue the tradition of a script logo by creating a custom script logotype.

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Before and After featuring the old logo on the left and new logo on the right.

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What the logo looks like at different sizes

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A reversed version of the logo.

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The existing branding for Purity food products is a little bit all over the place. My goal was to streamline the packaging into a unique and playful visual family.

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Before starting the design process, I scoured the internet for modern packaging concepts for inspiration

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I also looked at new and classic logo designs that use a script style as inspiration for the new design.

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I started the design process by making dozens of messy sketches and then tracing them in illustrator, as shown in this screenshot.

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Once I started to get the basic shapes I then started playing with some different variations.

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Then I started to add a little bit of colour.

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While working on the design, I came up with a few different concepts, here are some that didn't make the cut. This gave me a good idea of what I wanted to do for the packaging.

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I had a pretty good idea in my head of how I wanted to design the packaging, so this came a little easier after I figured out the look I was going for.

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I really wanted to emphasize the seasonal aspect of Purity syrup, so rather than feature any photos, I created a playful typographic label. Besides, are there really any raspberries in Raspberry Syrup?

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Mock-up of a bottle of Raspberry Syrup.

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Design for chocolate chip cookie packaging.

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Mockup of the chocolate chip cookie packaging.

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Design for Jam Jam packaging.

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Mockup of Jam Jam packaging.

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Design for Cream Crackers box.

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Mock up of Cream Crackers box.