Purity Bakeries - Rebuilding From the Heart

In early 2023, Dakota Ross was engaged by Rakeesh Bernard to develop a comprehensive, long-term strategy to realign and reinvigorate the Purity brand - one of Barbados’ most recognised and trusted household names in baking. After decades of history, cultural relevance, and community presence, Purity faced a pivotal moment: declining brand equity, fragmented internal alignment, and competitive pressure in an evolving bakery landscape.

Amid these challenges, and in anticipation of the launch of a new state-of-the-art plant, Purity saw an opportunity to refresh not just its image, but its heart - internally and externally. Dakota Ross responded with a bold, human-centered, and insight-driven brand transformation proposal.