You Do You

That’s at the heart of our redesign of Primo. Say what? Well, it’s all about 14-17 year olds and what they care about. And after running a Dow Labs workshop with a few of these individual individuals, we learnt some interesting stuff. The most relevant for Primo? Just be who you are. Primo may not be hand-milked purity from heritage breed cows but it definitely has more flavours than anyone else. Giving any Gen Z’er more freedom to ‘find their jam’. And the design? Dripping in flavour, of course. But more importantly, deliberately unvarnished. Because any self-respecting Gen Z’er can spot a phoney a mile off. This is us. You be you.

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Was featured on Packaging of the World

Category

Identity, Packaging & Communication

Client

Fonterra Brands

Credits

Dow Design
Creative Director: Donna McCort
Lead Designer: Chris Leskovek
Design Team: Kirsty Harvey & Jeannie Burnside