Monday, December 13, 2010

Pur and Brita

This new identity and packaging for Pur isn’t perfect, but it’s a step up from where they were, and it easily sets them apart (and above) their biggest competition...

It is a bitter irony that a product that filters out impurities should have a package design that is deceptively clean, but is actually riddled with schmutz. And boring schmutz at that.


  1. I see Duffy's Bahamas logo in the Pur packaging immediately.

  2. That's not unfair Doug. But I think their remix of it, and the fact that it's a very different product segment, make it ok.

    The design is flawed, to be sure, but I think the overall effect is solid and different enough to give them some fresh, new shelf presence.