Pura had always been positioned as a premium range of cooking oils within the food service industry. The issue the brand faced was it had become outdated and didn’t reflect the quality of the product.
We wanted to bring Pura in the the noughties with a pack that used modern and premium cues, balanced with a hand crafted natural feel.
Rather than a revolutionary rebrand , we evolved the brand so as not to alienate loyal users.
The objective was to add an increased perception of quality and create a brand that was suitable for food service and retail. Once an agreed identity was created we redesigned existing variants and added an extra virgin olive variant to the family.