Purus Bleach
OPPORTUNITY
Rebrand an existing company.
SOLUTION
The company chosen for the rebranding was Clorox. The goal was to make the brand visually stand apart from its competitors, as it already stands apart through its product performance. Purus was the name created for the new face of Clorox by combining the Dutch pur for “pure” and the tail end of the Latin word clarus meaning “clear, bright, gleaming.” Purus also means “pure, free from, and spotless” in Latin.
The tag line “Cleaner than White” resulted from an exploration of what bleach is used for most: to make things white. When something is described as being extra clean, it is often said that it is “whiter than white” or “cleaner than clean.” By merging these two common phrases, a message with a much stronger meaning was created.
The triangle in the logo plays two roles: it is known for its stability and long-lasting strength, much like the Clorox brand and its products, and it is a reference to the symbol for bleach on clothing tags and cleaning product labels. The name Purus breaks out of the boundaries of the triangle to symbolize the product’s ability to overcome anything (i.e. stains, mold, etc). Blue conveys trustworthiness and stability, while red captures the audience’s attention and conveys power and strength.
Rebrand an existing company.
SOLUTION
The company chosen for the rebranding was Clorox. The goal was to make the brand visually stand apart from its competitors, as it already stands apart through its product performance. Purus was the name created for the new face of Clorox by combining the Dutch pur for “pure” and the tail end of the Latin word clarus meaning “clear, bright, gleaming.” Purus also means “pure, free from, and spotless” in Latin.
The tag line “Cleaner than White” resulted from an exploration of what bleach is used for most: to make things white. When something is described as being extra clean, it is often said that it is “whiter than white” or “cleaner than clean.” By merging these two common phrases, a message with a much stronger meaning was created.
The triangle in the logo plays two roles: it is known for its stability and long-lasting strength, much like the Clorox brand and its products, and it is a reference to the symbol for bleach on clothing tags and cleaning product labels. The name Purus breaks out of the boundaries of the triangle to symbolize the product’s ability to overcome anything (i.e. stains, mold, etc). Blue conveys trustworthiness and stability, while red captures the audience’s attention and conveys power and strength.
