Pure Good Food
Brand identity

The look, feel and
soul of Pure Good.

Our visual identity reflects who we are: fresh, grounded and intentional. These guidelines ensure consistency across every touchpoint -- from packaging to digital.

01 -- Logo

Our logo.

The primary logo should be applied across the majority of use cases. The secondary wordmark may be used alone, but less frequently.

Pure Good primary logoPrimary use
Pure Good logo on dark backgroundWhite variant
Pure Good logo on brand greenBlack on green

Exclusion zone

The logo must always have a clear space equal to the width of the Pure Good “P” on all sides. The distance guide is a perfect square measurement taken from the gap between the words “Pure” and “Good”.

Logo don'ts

  • Do not stretch, skew or distort the logo in any way
  • Do not remove or change placement of any logo components
  • Do not use non-standard colours or recolour the logo
  • Do not use non-standard typefaces
  • Do not obscure or cover the logo with text or images
  • Do not use shadows, glows or special effects on the logo
  • Do not let the logo float over contrasting colours or lines
  • Do not turn the logo on its side
  • Do not use the green logo on a photo -- use black or white for visibility
02 -- Colour

Brand colour palette.

Inspired by the natural greens and earthy tones of fresh produce, our palette communicates vitality and trustworthiness.

Primary palette

Pure Good Green#A7DA36
R:167 G:218 B:54
PANTONE 2291 U / 2292 C
C:39 M:0 Y:97 K:0
Black#000000
R:0 G:0 B:0
C:0 M:0 Y:0 K:100
White#FFFFFF
R:255 G:255 B:255
C:0 M:0 Y:0 K:0

Secondary palette

Milky Pistachio#E0F6DE
R:224 G:246 B:222
PANTONE 9560 U / 9561 C
C:11 M:0 Y:16 K:0
Parrot Green#469253
R:70 G:146 B:83
PANTONE 2258 U / 2258 C
C:76 M:21 Y:87 K:6
Dark Forest#276F67
R:37 G:110 B:102
PANTONE 2244 U / 2244 C
C:83 M:38 Y:59 K:18
Bright Orange#F7B132
R:247 G:177 B:50
C:2 M:33 Y:91 K:0
03 -- Typography

Brand typefaces.

Our logo is set in Brandon Grotesque Bold, uppercase. Supporting typefaces are selected for clarity and warmth across all channels.

External use

For all professional marketing and communications material.

Headline
Brandon Grotesque
Bold · Upper case
Sub-heading
Brandon Grotesque
Medium · Sentence case
Body text
Effra
Regular · Sentence case
Condensed body
DIN Next LT Pro
Condensed · Sentence case

Internal use

For internal communication with free, licence-free fonts.

Headline
Nunito
Bold · Upper case
Sub-heading
Nunito
Bold · Sentence case
Body copy
Cooper Hewitt
Regular · Sentence case
04 -- Photography

Photography style.

Our ideal photography style is lifestyle -- curated to look natural and unstaged, but clean, fresh and vibrant. Authentic, high-quality photography is a powerful way to communicate the Pure Good ethos.

Clean, vibrant composition
Clean, vibrant composition
Natural and unstaged
Natural and unstaged
Real people, real kitchens
Real people, real kitchens
Lifestyle feel
Natural, unstaged moments that feel real and approachable.
Clean space
Good use of open, clean areas for text overlays and breathing room.
Fresh and vibrant
Bright, high-quality imagery that communicates health and vitality.
05 -- Brand in use

Bringing it all together.

From stationery to packaging to team uniforms -- the Pure Good identity is designed to be consistent, recognisable and grounded in every application.

01

Stationery

Business cards, letterheads and branded collateral.

02

Packaging

Compostable containers, labels and bags -- always on brand.

03

Uniforms

Team apparel that reflects Pure Good professionalism and warmth.