Purity Coffee - Rebrand

So, yeah. Coffee’s big. Given its popularity, you’d think people would know more about it: where it’s from, how it’s made — y’know, that kind of thing. But if we’re being honest, they really don’t. Like, were you aware that most coffee isn’t especially… clean?

Purity Coffee is all about making sure their coffee is free of pesticides, toxins and mold — all common in your average coffee bean by the time it hits your neighborhood store. Their marketing team came to us in need of branding, preferably branding that could also serve to educate. So it was clear that the best way to do the job was for the brand to sit down and tell their audience like it is; essentially have a conversation over a virtual cup of coffee.

Print

For Purity’s rebrand, the word was “simplicity.” We overhauled the packaging by assigning a color to each blend. The new campaign’s art direction then leveraged the brand’s new palette. To that, I added messaging that focused on educating, while maintaining a witty, conversational tone to draw-in its audience.

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paid social

All too often, social media is overrun with trend-clinging ads designed to scream “LOOK AT ME.” I’ve always felt creative that follows trends isn’t… well… creative. And if everyone else is screaming, the brand that speaks softly gets the attention.

Website

Purity’s website has always been focused on transparency of process. They wanted to continue to lean into educating visitors on how they earn their Purity name. But I felt it was important to maintain the aforementioned witty, conversational tone whenever possible. After all, it’s tough to educate when the reader gets bored.

Swag

Brands frequently sell and/or give away free stuff. This often results in full garbage cans, simply because there’s nothing fun about one’s logo. My thinking is, if you’re gonna have swag, create a line that people will actually keep.