Pur – mnemonic

We were hired by TBWA/Chiat/Day to create a new mnemonic for PUR, the water filter company.  After several attempts we knew we had a winner with this one.



Pur is a water filtration system that helps remove 99% of lead and microbial cysts and are certified to reduce more contaminants than any other faucet filter.

Website: purwater.com

Our Task


Our task was to create an mnemonic that emphasizes a clean fluid feel with the logo.

Skills Involved


  • After Effects