The Primo team came to us to design an exciting limited edition coffee range. This new offer had to feel part of the brand family but clearly stand out, to garner the attention it needed in the high impulse category of flavoured milk.

Landing on an exciting proposition ‘coffee-boost your fun’, we were able to create a really rich and playful territory to design to. This enabled us to inject more fun and energy into the existing design structure by developing a new expression of the brand’s recognisable milk droplets. Introducing creamy marble-like graphics helped us dial up deliciousness by bringing to life the idea of infusing milk with big bold mouth-watering flavours. We have digitally crafted this delicious-looking marbling illustration to flow around the top of Primo bottles seamlessly and used tones of flavour colours to add depth and tactility to the design.

The brand team felt so excited by the look and feel of the new limited edition coffee offer, that we were tasked with bringing that same fun, energy and flavour to the rest of the Primo range. Wanting to bring a little Kiwiness to New Zealand’s much loved flavoured milk brand, and recognise that quality, local milk is used in all Primo products, we introduced a ‘Good Kiwi Vibes, Bottled.’ tagline along with a playful Primo-fied NZ map.

Building from the brand’s recognisable equities, we’ve been able to create meaningful change for the Primo family, and create a more modern and playful visual language for the brand.