by clare • Uploaded: Oct. 06 '11
Purely New Zealand is a premium retail brand that showcases the best and most authentic of New Zealand’s produce.
This is conveyed through the Purely NZ logo which makes use of warm, gold lettering contrasted on a stark white background. This combination of colours reflects the “gold” quality of the merchandise available whilst evoking the pure, tranquil & natural essence that is at the heart of the brand.
The use of a modern, bold and easy to read accompanying font bring strength and credibility to the brand whilst strikingly complementing the femininity of the word ‘purely’. The two fonts, in contrast, work to foreground the multifaceted nature of New Zealand with its pristine landscapes and bold culture. Additionally, the small, curled detail in the font-tails appropriately mirrors the shape of the ponga fern frond- an iconic and distinctive symbol of NZ.
New Zealand evokes images of crystal waters with mountains reflected on their surfaces. This is illustrated with the tail of the ‘y’ appearing to dip into the pure, clean, clear and fresh waters of a glacier stream.
Status: Work in progress
Tags: Pure • New Zealand