Brand identity
A distinctive palette inspired by Purity’s character and craftsmanship.
Purity’s visual identity is built around three colors: white, black and copper.
White is the foundation of our visual expression, reflecting the purity of our ingredients and the simplicity of our approach. Black brings contrast, depth and understated elegance, while copper connects directly to the extended copper surface contact behind our pursuit of True Smoothness.
White should remain the dominant color across our brand communications, with black used to create contrast when appropriate. Copper is used selectively to highlight signatures, headings and important details.
Each Purity product has its own signature color, reflecting its individual character while keeping a clear connection to the brand.
Deep black and rich navy distinguish our vodkas, while vibrant coral and yellow express the lively character of Mediterranean Citrus Spritz and Citron. Deep green, burgundy and navy give our gin range its distinctive identity, from Nordic London Dry to Navy Strength. Together, these colors help each product stand out while creating a recognizable visual family.