We carved out a place for Purdi within the saturated market by defining a niche customer profile and building a unique proposition to meet their needs. The customer profile is a high-achieving, powerful women and Purdi's mission is to celebrate them and inspire others to replicate their success. Purdi now creates power pieces for milestones and moments, encouraging customers to adorn their achievements with pride. The identity forms an extension of this story: the logo features an owl, to symbolise wisdom and elegance, and a medal to symbolise the reward. We complemented this with a rich and deep colour palette with luxurious gold accents.