” Our Revolution has given Primo’s Premium Selections a bold new look.

Primo is the leading small goods brand in their category in Australia with a large, three tiered portfolio including everyday core, mid-tier and top-tier SKUS.

There was a need to evolve the mid-tier range of the Primo portfolio with the overall aim to drive value in the category by motivating consumers to trade up and encourage new shoppers into the category.

The challenge for the redesign of the mid-tier range was to ensure the packaging lead with the Primo Masterbrand identity. It also was essential to seperate the mid-tier range from the remainder of the portfolio without cannibalising the other tiers.

Jen Doran, Creative Director at Our Revolution, said: “The final result still very much leads with the Primo Masterbrand identity. But we had to create enough differentiation and visual equity for the mid-tier range to show consumers the tangible value of the variants, for when they feel like trying something special.”

“The mid-tier range offers more premium flavours, so the evocative photography communicates this without cannibalising the sales of their top-tier range.””