Visual Brand Identity

Purdey’s

Combining the strengths of qual and quant to confidently validate the Purdey’s redesign

852Purdey’s

How could a brand refresh cut through in the booming functional drink sector…

…Whilst emphasising Purdey’s core ‘natural energy’ point of difference?

The Approach

  • Exploratory qual phase to  better understand potential routes forward (early design options), the target consumer  (U&A, human truths, triggers barriers), and the category context (semiotic codes, design language)
  • Focussed qual phase to deep-dive design performance in a competitive context and identify the ideal route for refinement and quant validation
  • A quant validation stage, rigorously testing design through Pattern ID – Our visual saliency tool. This was essential to encourage adoption of a design highly distinctive design, despite moving away from bold colour blocking. This gave a clear, measured understanding of performance vs. a range of competitors

The Impact

  • A refreshed visual identity, providing the perfect platform to support new comms and accelerate brand expansion, enticing new consumers into Purdey’s way of life

  • 15% sales increase purely driven by consumer demand

  • 160% increase in brand penetration

“Redesigning the iconic Purdey’s bottle required a delicate balance of retaining the distinctive and premium core silver colour palette, while elevating our fruit flavour & natural credentials. It was imperative to work with trusted research partners who had a deep understanding of our brand proposition, the specific design challenge and the relevant methodologies to accurately critique the work in real life scenarios. TBP’s dual phased approach of explorative qualitative work followed by full quantitative validation provided us the perfect blend of iterative development and numerical confidence in the final designs. TBP were knowledgeable, collaborative and thought provoking at every stage of the process and I would not hesitate to work with them again.”

Head of Growth Space Marketing & Innovation

Related Projects