From Technical to Timeless

Pure Water Brand Identity & Messaging

Challenge

Pure Water’s legacy identity felt clinical and dated—more mechanical than meaningful. The old logo and messaging centered on contamination and fear rather than confidence and connection. Despite five decades of American craftsmanship, the brand lacked a symbol and story that expressed its legacy of trust and quality.

“For over fifty years, Pure Water has represented trust, craftsmanship, and uncompromising quality,” said Courtney Lawyer, President of Pure Water Inc. “This new brand gives that legacy a fresh, elevated expression. It’s more than a logo or a slogan—it’s a renewed commitment to the purity and performance our customers expect.”

Approach

We distilled the brand into one clear, enduring idea: “Cloud-to-table purity.” This became both tagline and guiding principle—connecting nature’s hydrologic cycle to the experience of distilled water in the home.

“Our goal was to design something timeless—the kind of logo that feels like it’s always been there,” said Colby Shenkle, of Leggera Creative. “The lower surfaces of the letterforms share a consistent curvature, subtly echoing the waves of water. The script ascends at the same angle as rainfall from the cloud mark above. Every detail works in quiet harmony, just like the water cycle Pure Water brings to life.”

Outcome

The new identity reflects purity, craftsmanship, and calm assurance—balancing science with serenity. The “Cloud-to-table” tagline distills that idea into a concise, evocative message.

“It was important that a viewer, in just a few seconds, could grasp what these products do—and how profoundly they connect to nature,” Shenkle said. “‘Cloud to Table’ communicates that perfectly: it’s water as nature intended, made tangible in the home.”