A modern brand identity redesign for Purell that repositions the trusted hand sanitizer label as a refined, wellness-forward brand.
Purell is a brand identity redesign project for the iconic hand sanitizer brand, produced by GOJO Industries and headquartered in Akron, Ohio, reimagining the company's visual presence with a cleaner, more modern identity system that shifts the brand toward a wellness-forward aesthetic without losing its core associations with health and trust.
The redesigned emblem mark abstracts the letter "P" into a geometric form communicating cleanliness, freshness, and a subtle nod to natural ingredients, all within a crisp cerulean blue and sage green palette. A repeating monogram pattern derived from the mark extends the identity across collateral, adding visual richness and brand recognition at every touchpoint. The stationery system features a bold typographic letterhead treatment where the logo pattern cascades down the left edge, creating a distinctive and ownable layout, while the business cards balance a fully branded blue face with a clean white contact side. A branded tumbler rounds out the system as a lifestyle touchpoint, demonstrating how the refreshed identity translates seamlessly from print to product.
