STRATEGIC
BRANDING, INC.
restoring refreshment
A global brand of purified water introduced to the U.S. in 2002, Pure Life is available in a variety of sizes, including kid-friendly 8-oz bottle collections featuring fun graphics that make it easier for parents to encourage their kids to drink water.
​
THE SCENARIO:
Pure Life dramatically changed its identity in 2021, moving from a blue brand to a yellow brand. In doing so they quickly lost sales because consumers didn’t recognize the identity. To reconnect with their core consumers, the brand decided to revert to their key equities, including the blue, while also taking the opportunity to modernize.
OUR SOLUTION:
CSB pulled reference from the brand’s past as inspiration. We restored most of the elements from the pre-yellow design and modernized the logo. We also evolved the brand icon based on past consumer learnings. Our multicolor family enables each member to celebrate its uniqueness. We connected the arms in a waved shape to visually support the pure water proposition. Once the design hit the market, Pure Life regained retailers’ confidence and quickly regained sales.
OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.
THE ICONIC BRANDMARK RESTORES IMPACT AND FINDABILITY ON SHELF.
THE MULTICOLOR FAMILY ICON EXPRESSES VITALITY AND HYDRATION FOR THE FAMILY YOU’RE BORN INTO,
OR THE ONE YOU’VE FOUND FOR YOURSELF, AS SEEN IN THE BRAND’S CAMPAIGNS (NOT PRODUCED BY CSB).
BEFORE
AFTER
THE ICONIC GLOBE LOGO SHINES IN ANY SETTING, WITH THE GRAPHIC FAMILY SYMBOLIZING SHARED SOCIAL MOMENTS.
CSB RESTORED THE WATERCOLOR KALEIDOSCOPE OF DROPLETS TO CUE REFRESHMENT
AND REFLECT THE CARE TAKEN IN BOTTLING AND PURIFYING PURE LIFE WATER.
share
a smile!
Did you know over 50% of kids 6-19 aren’t getting enough hydration?*
To encourage kids to drink more water,
an important factor in focus, CSB developed Share-a-Smile!, with kid-tested visual puns
and motivational messaging on 8-oz labels.
*National Health and Nutrition Examination Survey, CDC, 2015
AFTER TESTING A RANGE OF THEMES WITH KIDS AGED 6-9, CSB COMBINED UPBEAT MESSAGING WITH PUNS.
THESE WERE ILLUSTRATED IN-HOUSE IN AN ENGAGING STYLE THAT CONSUMERS LOVE TO SHARE ON SOCIAL MEDIA.
BlueTriton Brands, which acquired Pure Life® in 2021, has seen a 20%+ revenue increase over the last 3 years.
This growth, encompassing the 2022 launch of this redesign, reflects the overall strength of BlueTriton's portfolio,
which includes Pure Life® as a key player in the U.S. bottled water market.
SOURCE: BEVERAGE DAILY.COM
CORNERSTONE STRATEGIC BRANDING, INC.
LET’S CONNECT: info@cornerstonebranding.com 212-686-6023
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