News release Primo… 1
A Primo new design
Popular flavoured milk beverage Primo is introducing a dramatic new design to reflect its energy and fresh direction.
Auckland brand design agency Dow Design has worked with Primo since its inception in 1991, responsible for every
re-design the product has undergone.
Director Annie Dow says research showed Primo’s target market was shifting to a more dynamic and active demographic.
“Previously, Primo was about chilling out and going with the flow. But what we found is people are now more inclined to
be drinking it to sustain energy, not to relax. It is young people who are into active sports like skateboarding and
street basketball, who are drinking it to re-fuel.
Annie says, using design, the brand has been taken in a new direction.
“We have tried to move the drink away from ‘dairyland’ and the association with earnest milk. We want to position it as
a beverage - a viable option alongside other popular but less healthy beverages.
“Gone are the standard coloured sleeves, they have been replaced by a silver sleeve for every formula. The colour blue –
the traditional colour for milk - has been dropped, too.
“We took the letter ‘P’ in Primo and designed it to look a bit edgy, conveying a slow sustained fuelling type of energy
that will keep going and going.”
Fonterra Brands business manager of flavoured beverages Lynley Twyman is delighted with the new look.
"Dow Design was willing to take brave steps to bring the brand forward. The process required confidence and lateral
thinking backed by quality work and strong liaison with both us as clients and our packaging production company Adhesifs
to produce the superior result we have on the shelf today.
"Primo had lost its mojo and after analysing contracted qualitative research and applying our knowledge of the brand, we
determined a new direction. One of refueling and positive energy which we felt was needed to take the place of the old
80s laid back image that was holding this great beverage back."
Dow Design has offices in both Auckland and Melbourne. The company has won numerous awards for its work locally and
internationally - including three wins at the prestigious international Summit Awards held in the USA in April and they
were finalists at the esteemed New York Festivals 2005.
Most recently, Dow Design took home three highly commendeds from the Best Design Awards held in Auckland in September.