PERIWINKLE : Vinca
This is an introduced plant that is included here as it is growing wild, in this case along the Leven towpath near Alexandria ( July 2023). In some areas it is considered an invasive plant.
There are various varieties so we cannot be certain which one this is.
"Vinca" derives from to bind or fetter. It is a genus of flowering plants in the family Apocynaceae, native to Europe, northwest Africa and southwest Asia.
WIKIPEDIA : https://en.wikipedia.org/wiki/Vinca