Premium branding is about clarity, restraint, confidence.

I helped Pure to say less, with more intention. Use space to convey luxury. Communicate value without screaming.

For this logo redesign, I kept the carrot for brand recognition, but changed everything around it.

I introduced a younger, fresher color palette. Convinced the owner to ditch the overused Montserrat font. Modified the carrot into a cone for the ice cream to bring cohesion to the two sister brands.

I also designed the logo with multiple uses in mind. Previously, the owner had to juggle different iterations of the logo for horizontal, vertical, social media use. Not any more with my new design.

With a new logo and a new website live, the print collateral had to level up.

From in-house print menus to promotional postcards to ads in magazines, I redesigned the entire suite of print collateral for Pure.

Brand consistency is more powerful than brand creativity. If your brand looks and sounds different on every platform, you're not being creative, you're being confusing.

Once a brand look and voice is decided on, the message has to be repeated across all the channels.

Consistency builds trust. Trust is what actually converts.