Purdys VEGAN Visual Identity

When Purdys expanded their VEGAN range from one chocolate bar into a full category (including seasonal items), as the Creative Manager it was my responsibility to develop the visual identity. The brief was to create a distinct sub-brand that had its own personality and was easy to identify visually amongst other Purdys products, but still fit within the overall Purdys brand aesthetic. 

The VEGAN brand is bold, dynamic and flexible enough to be impactful across a range of mediums and product types. To appeal to the vegan consumer (which is younger than Purdys primary customer), humour was integrated into the different product launch campaigns.

The Purdys VEGAN Design Style Includes:

• The “V” angle: Used throughout vegan product packaging and in marketing collateral. Angled colour blocks are used to draw the eye and act as a visual representation of the ‘V’. This has become a key visual identifier of our Vegan brand and has translated into product photography, advertising, and social media etc.
• Bold Colour Blocks Contrasted Against a Natural Kraft Stock: The use of Kraft paper as a base introduces a new tactile material that we don’t use elsewhere, thus allowing the brand to be distinct. It also evokes more of a sustainable and natural feel. This contrast against bold angled colour blocks is visually striking. Kraft paper is utilized wherever possible (excluding wraps).
• Use of Purple: Given the strong brand association of purple for Purdys, this is still employed as a prominent colour throughout the Vegan branding. The secondary colour palette offers more areas of play while still complementing this purple.
• Typography: Proxima Nova Alt is used which is Purdys’ primary font, tying it back to the overall brand. The typography treatment is in all capitals and bold.
• Line-Drawn Icons with Fluid Background Colour Shapes: Icons have been employed to add some character to the brand and are a representation of both the Vegan brand as well as the product themselves.

Since the first vegan chocolate bar, the Vegan brand has launched multiple new and popular products with increasing variation and flair. And with every release, the design system translates effectively onto each product’s packaging, marketing, and signage.

^{Designs and illustrations completed whilst working in-house at Purdys Chocolatier. Photos sourced from and remain the copyright of Purdys Chocolatier.}