Rebranding to amplify the brand identity

Purra and its memorable signature

Mind Mode partnered with Farmgroup to deliver the strategic direction to refresh the iconic water brand, Purra. Purra is more than just water. It is a status symbol for stylish and self-expressive women. Its collectable designs by renowned Thai designers have become a memorable signature of its brand identity.

What We Did

Yet even with such success, Farmgroup & Purra gave us the opportunity to amplify the brand identity even more with a brand strategy. We kept what was already working, emphasising its refined taste and the way the brand inspires self-care culture.

Purra mind mode farmgroup rebrand lifestyle photo

Farmgroup champions the new future of Purra with a visual system. It extended that across all touchpoints — from the product to communications, to environments, to activations, and a digital ecosystem.


  • Brand Strategy
  • Positioning Recommendations
  • Storytelling
  • Creative messaging
Purra mind mode farmgroup rebrand colours 3

Pailin ensures that she accurately understands what the client needs. She embraces client’s feedback and adapts to the client well, making Strategy is two-way communication.

– Vorathit, CCO Farmgroup

Purra mind mode farmgroup rebrand new logo


Purra did not take this partial rebranding lightly. We developed a brand strategy based on a new brand positioning “Pure inspiration to elevate your beauty & creativity”. A consistent tone of voice on social media also keeps Purra’s communications on-brand. Together with the brand identity design effort of Farmgroup, Purra was able to optimise this brand characteristic to suit new audiences. Purra is now clearly recognised for its brand.

Design partner: @farmgroup l Photography credit: @dramakingphoto, @phoinikasagency