The project encompasses the company's entire product portfolio and website and will roll out across this year, with new packaging for Driver's 340g retail jars of pickled onions, red cabbage, beetroot and piccalilli already on the shelves.
Moving away from the characteristically generic look of pickled products, Pure said that it identified the need to inject distinctive brand personality over the traditional clear jar.
In a statement, Pure said: "Inspiration for the designs came from Driver's rich heritage married with a British love of all things pickled, harking back to the era of garden grown and pickled at home. With products featuring black & white character portraits and highlighting the products 'tangy' taste appeal."
Over the coming months, Pure will unveil designs for Driver's 2.25kg jars for the catering market.
'Fond memories'
Pure creative director and founder David Rogers said: "I have fond memories of my father bringing home a 2.5kg jar of pickled red cabbage every Christmas bought from the local market, so I felt an emotional connection with the project.
"As well as communicating the spicy or tangy nature of the products, the challenge for Pure was to spark an emotional connection between the consumer and Driver's as a brand."
Driver director Julian Driver added: "We were recommended to Pure through our close relationship with Label Apeel and from the very first briefing David and the team came up with a fresh new logo and eye-catching designs for both the 'on-shelf' retail pickles and 'back of house' catering products.
"The new brand identity is fun and engaging, giving Driver's distinctive standout in a competitive environment."
