Brand agency Cowan has created a fresh new look for Pure Blonde to reinforce its credentials as a pure, crisp lager containing nothing artificial.

The new logo features the signature navy, sky blue and gold colour palette on a clean white base and a white bottle cap replaces the old gold caps. Completing the lager's new distinctive look, the Pure Blonde crest is now embossed into the glass bottles.

The redesign has been launched to coincide with a national outdoor campaign by Clemenger BBDO Melbourne that promotes Pure Blonde as containing “Nothing artificial for a pure, crisp taste”.

The new look is about continuing to make the brand more relevant to today's drinkers, said Pure Blonde group marketing manager Clive Coleman.

“Pure Blonde drinkers love the pure, crisp taste and, as people become more conscious of what they are drinking, the fact Pure Blonde contains nothing artificial is a key consideration,” he said. “The new packaging is a much truer reflection of the brand.”

Glen Crawforth, Cowan's creative director, said the emphasis of the new label was on the 'pure'.

“The strong use of white truly refreshes the brand, reaffirming the core message – purity. Together with the contemporary labeling, the embossed crest creates a unique brand icon, confirming Pure Blonde as a premium, progressive brand.”