Pure - moving into the mainstream

The Pure range of "free-from" spreads had grown from being a niche brand, but had ambitions to become a major secondary player. To achieve this, the brand needed to develop so that it appealed to a wider, more mainstream, audience - but without alienating existing consumers. In this project we combined design and research to identify the correct communication strategy for a radical brand redefinition. The new design creates a unique proposition within the spreads category, building interest and appeal.

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