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. There was also an added ambition to increase the presence of Primo on shelf.
The mid-tier range still needed to lead with the Primo masterbrand identity so it was key to create enough differentiation and visual equity for the range to separate it from the remainder of the portfolio without cannibalising the other tiers.
The packaging design had to communicate to shoppers the tangible value of the variants and the focus of flavour and taste in the range.
As the mid-tier range offers premium flavours, the photography of the variant ingredients helps communicate the exciting flavours on offer. The final design was a comfortable compliment to both the portfolio, sitting appropriately between the everyday core and top-tier range.