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.
Before and After featuring the old logo on the left and new logo on the right.
What the logo looks like at different sizes
A reversed version of the logo.
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.
Before starting the design process, I scoured the internet for modern packaging concepts for inspiration
I also looked at new and classic logo designs that use a script style as inspiration for the new design.
I started the design process by making dozens of messy sketches and then tracing them in illustrator, as shown in this screenshot.
Once I started to get the basic shapes I then started playing with some different variations.
Then I started to add a little bit of colour.
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.
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.
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?
Mock-up of a bottle of Raspberry Syrup.
Design for chocolate chip cookie packaging.
Mockup of the chocolate chip cookie packaging.
Design for Jam Jam packaging.
Mockup of Jam Jam packaging.
Design for Cream Crackers box.
Mock up of Cream Crackers box.