Quite simply a pure clean white.
A tip from Annie:
Pure is a clean, pure white. To create this colour we needed just white pigment, nothing else to help make it opaque. Annie suggests using Country Grey as a base colour before painting with Pure, to help you achieve the usual great coverage that you can expect from Chalk Paint™, decorative paint by Annie Sloan.
The table to the left is a modern table in reclaimed pine painted in Pure against a Paris Grey wall.
The top and sides of this modern reclaimed pine table painted and wiped 'off' so a translucent wash of paint remains. The edges have been painted with an opaque coat of Pure.