Pure Blonde unveils pure new look via Clemenger BBDO, Melbourne and design company Cowan

This month, Pure Blonde unveils a contemporary new look that reinforces its credentials as a premium lager delivering a pure, crisp taste and containing nothing artificial just in time for summer.

The new Pure Blonde logo and bottle label features the signature navy, sky blue, and gold colour palette on a clean white base and a new white bottle cap replaces the previously used gold. The green bottle now also features the Pure Blonde crest embossed into the glass giving Pure Blonde its own distinctive packaging.

Created by Cowan, the new packaging coincides with a national outdoor campaign by Clemenger BBDO Melbourne that highlights Pure Blonde as containing “Nothing artificial for a Pure, Crisp taste”. The campaign will also be supported by a sampling and PR campaign.

Clive Coleman, Pure Blonde group marketing manager says the new look is about continuing to make the brand more relevant to today’s drinkers.

“Pure Blonde drinkers love the pure, crisp taste and as people become more conscious of what they are drinking the fact Pure Blonde contains nothing artificial is a key consideration. The new packaging is a much truer reflection of the Pure Blonde brand and I think we’ll be seeing it everywhere this summer alongside the music activity and broader new campaign.”

Says Glen Crawforth, Cowan’s creative director: “The emphasis of ‘pure’ in the brand lock-up and the strong use of white truly refreshes the brand, reaffirming the core message of Pure Blonde – purity. Together with the contemporary labelling, the embossed crest creates a unique brand icon, confirming Pure Blonde as a premium, progressive brand”.

This is just the beginning of a big summer season for Pure Blonde which will continue its support of the Australian music scene with a presence at 15 of the hottest music festivals around the country. Pure Blonde will also launch an incredible new experiential activation – the Pure Blonde DOME – at Summadayze Melbourne on New Year’s Day.