FOR IMMEDIATE RELEASE
Pure Water Unveils New Brand Identity: “Cloud to Table” Captures the Natural Elegance of True Purity LINCOLN, NE — January 1, 2026— Pure & Secure, LLC, the Nebraska-based manufacturer of handcrafted stainless-steel water distillers, today announced the launch of a complete brand identity refresh under the theme “Cloud-to-Table.”
The rebrand represents a confident new chapter for the family-owned company, which has been synonymous with pure, distilled drinking water since 1968. The new identity reintroduces Pure Water as both a heritage brand and a forward-looking symbol of health, design, and sustainability.
A Fresh Expression of a Trusted Name
The updated brand system includes a modernized logo, simplified product names, and a refined design language that mirrors the natural water cycle itself—showing how every Pure Water system transforms ordinary tap water into vapor-distilled perfection. “For over fifty years, Pure Water has represented trust, craftsmanship, and uncompromising quality,” said Courtney Lawyer, President of Pure & Secure, LLC. “This new brand gives that legacy a fresh, elevated expression. It’s more than a logo or a slogan—it’s a renewed commitment to the purity and performance our customers expect, and a reflection of the beauty of the process itself.”
Design Rooted in Nature
The new visual identity was created in collaboration with Leggera Creative, a branding agency based in Omaha, Nebraska, and led by creative consultant Colby Shenkle.“Our goal was to design something timeless — the kind of logo that feels like it’s always been there,” said Shenkle. “The lower surfaces of the letterforms share a consistent curvature, subtly echoing the waves of water. The script ascends at the same angle as rainfall from the cloud mark above. Every detail works in quiet harmony, just like the water cycle Pure Water brings to life.” The new tagline, “Cloud to Table,” distills that idea into a concise and evocative message. “It was important that a viewer, in just a few seconds, could grasp what these products do—and how profoundly they connect to nature,” Shenkle added. “’Cloud to Table’ communicates that perfectly: it’s water as nature intended, made tangible in the home.”
Pure by Design
From home to laboratory systems, every Pure Water distiller is handcrafted from stainless steel in Lincoln, Nebraska, engineered to deliver safe, chemical-free water for generations. The rebrand underscores the brand’s enduring promise: purity without compromise. The launch coincides with the upcoming rollout ofMyPureWater.com, the company’s redesigned website featuring educational resources, modern e-commerce tools, and an improved shopping experience to help customers choose the right distiller for their needs.
“Pure Water products have always performed at the highest level,” said Lawyer. “Now our brand does too.”
About Pure & Secure, LLC
Founded in 1968, Pure & Secure, LLC is the world’s most trusted manufacturer of high-performance water distillers for residential, commercial, and laboratory use. Each system is built from durable stainless steel and rigorously tested to ensure pure, safe, and great-tasting distilled water—free from contaminants, chemicals, and plastics. Pure Water products are trusted in more than 100 countries worldwide.
Why Distillation Matters
Distillation is one of the oldest and most reliable methods of water purification. Distilled water is created through a natural purification process. As water is boiled, pure steam rises and separates from contaminants, which are left behind. The steam is then condensed back into liquid form—resulting in exceptionally pure water.
Pure Water Distillers are built with durable 304-grade stainless steel, and the purified water is collected in either a glass jar or a stainless steel storage tank. A carbon post filter is also used to capture any remaining VOCs, ensuring the cleanest water possible. The result is water that’s as pure as nature intended.
Distillation removes nearly all impurities, including bacteria, viruses, dissolved solids, salts, and chemicals with higher boiling points than water. Pure Water home water distillers also include a post-carbon filter to remove any residual volatile organic compounds (VOCs).
Learn more at MyPureWater.com
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