Dow Design Delivers Chilling Result for Primo

2 July 2010 | By Anna Rudenko

Brand design expert, Dow Design, has masterminded a new image for Primo, New Zealand’s favourite flavoured milk. New look bottles, now in store, see a change in logo that accompanies the brand’s new tagline “Take a moment and chill’, appearing in all advertising, including the current TV and online ads; ‘Beware the wrong fridge!”  

Dow Design has worked with Primo since its inception in 1991, being responsible for every redesign the product has undergone. As part of the latest redesign, the brand’s original logo has been revisited and updated for the new decade.

The decision to reconnect the brand’s earlier logo mark to its new identity is already displaying significant results says Primo Brand Manger, Heidi Somerville. “The packaging redesign created by Dow encapsulates Primo spot on and has already had a remarkable impact on sales. The execution of brand and design strategy into cut- through creative design has ensured that Primo has carved a clear space for itself in a competitive and cluttered marketplace.  Dow has successfully integrated iconic pieces of brand equity into a design that lives and breathes the brand’s new positioning – ‘Primo your chill out drink’.”

Primo is available in a range of flavours and sizes; Chocolate, Banana and Strawberry are available in 2L, 600ml and 350ml bottles, Lime in 2L and 600ml and Choc Crunch in 600ml and 350ml. The 350ml size meets School Healthy Eating guidelines. A special Cookies ‘n Cream Limited Edition is available in 2L and 600ml.  Primo is high in calcium and has all the nutritional benefits of milk, containing less than 2g fat and carrying the National Heart Foundation’s tick of approval. It has less than 5g of added sugar and is enriched with vitamins A & D.

Popsop.com
Tags: