CONTEXT I had the opportunity of re-branding a kitchen appliance manufacturing company which was expanding its vision. They had problems with inconsistency and visibility which brought them to approach me.
It was observed that most brands in the kitchen appliance industry use primary colours with red being the most common. The type of imagery, packaging and presentation was more or less similar. If a new product had to stand out, it had to do so with a strong and simple visual presence
The name Pure Flames brings words like efficiency, honest, and energy. Since the domain is the kitchens, words like family, togetherness, domestic comes to mind. The idea was to make something modern, clean and in sync with the sleekness of the product and requirement of today's kitchen.
Blue is the colour of the flame when it burns with high efficiency and less soot production. It also happens to be a less explored colour in the market in the appliance market.