NZ pure: Chemistered

Brewed by brewers.
Not chemistered by chemists.
Purify your world.

Advertising Agency: Barnes, Catmur & Friends, Auckland, New Zealand
Executive Creative Directors: Paul Catmur
Copywriter: Paul Catmur
Art Director: Crispin Schuberth
Photographer: Rory Carter
Retouching: The Lounge
Typography: Brad Stratton

November 2009


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Not chemistered by chemist but the visual is very clinical, imo it leans more to chemist then brewers because it's having no signs of tradioditional brewarage (or anything to relate brewers with) in the visual.

Guest's picture

Agree with jack...

ACreativeSpirit's picture
176 pencils

The whole look of the brand seems very clinical and modern.. even the NZ in the white box seems to be right out of the periodic table. It's like a bunch of chemists created something they like and then decided they need to hide the fact it was created by star trek nerds, so they wanted to place it as a mans beer made by brewers... contradicting visual and message

in my humble opinion

Always try to be unique even when forced to conform.

WillyLatasa's picture
616 pencils

Agree with ACreativeSpirit..

"Bright ideas bring better results"

lucdesaulniers's picture
1145 pencils

Agree with. Too clinical not enough traditions expressed

majx20's picture
58 pencils

you guys mean it should've been placed somewhere between the barley fields...
yea true...!

munirgee's picture
454 pencils

Agree above

Guest's picture

hey, it is a very very good mimicry of neil french's xo beer campaign... bottle placed horizontally... even the style of copy... good "copy"work indeed

Guest's picture

'Pure' aka 'P' or 'meth' is indeed a chemical. The joke is that NZ males get more angry and aggressive on beer than they do on 'Pure', so this is appealing to the metrosexuals who want to write themselves off, but not their wives. It NEEDS to look chemical. The copy is a red herring.

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