PUR Water Filtration
Re-brand & packaging
Re-brand & packaging
OBJECTIVE: To relaunch the brand with a new identity and packaging that reflects the new character (Cheerful, wise, and a bit irreverent.) and Overall Equity (Transforming water to transform lives.) of PUR Water.
ROLE: As the Global Design Manager I was responsible for spear-heading the re-branding effort whose main focus was a refreshed visual identity and new packaging. Part of this effort included a 12 week innovation session at P&G's highly acclaimed Clay Street and working closely with the marketing and broader communications team to develop strategy and vision for the re-launch of the brand to cover all consumer touch-points, as well as ensure that the product pipe-line met the needs of the consumer.
ROLE: As the Global Design Manager I was responsible for spear-heading the re-branding effort whose main focus was a refreshed visual identity and new packaging. Part of this effort included a 12 week innovation session at P&G's highly acclaimed Clay Street and working closely with the marketing and broader communications team to develop strategy and vision for the re-launch of the brand to cover all consumer touch-points, as well as ensure that the product pipe-line met the needs of the consumer.
The original packaging: Hardworking but intimidating. Not consumer friendly.
New positioning and character.
PUR's new visual theme: Splashology.
New Packaging: Friendly, vibrant, inviting...
...and colorful, too!
