Close-up of Noble Fellows “Baron Betsy Chardonnay Marlborough 2018” wine label design by Our Revolution featuring a Renaissance portrait of a cow wearing historical clothing Jen DoranWoman opening a bamboo steaming basket revealing boxes of Brendan Pang’s dumplings. Packaging design by Sydney design studio Our Revolution.Packaging design of a bottle of rum lying in the sand with brand and packaging design by agency Our Revolution design agency in Sydney and LondonTwo people enjoying Chobani yogurt by packaging design agency Our Revolution Sydney London Jen DoranGummy brand poster design on urban street designed by creative brand agency Our Revolution for That Hippie Co.Woman in bright clothing holding a jar of Goulburn Valley, showing the rebrand by packaging design agency Our RevolutionChobani Greek Yogurt packaging design by Our Revolution branding agency in Sydney and London with colourful retro breakfast art direction Jen Doran Primo meat brand design by Our Revolution with a salami sandwich with text “Yummm!”Two bottles of tequila laying on rich red soil brand and packaging design by Our Revolution design agency in Sydney and LondonColourful contemporary illustration by Our Revolution for alcoholic seltzer brand Liberty Coast, covered in water dropletsHans rebrand by brand design agency Our Revolution featuring vintage navy ink illustration on textured paper showing a man on a bicycle holding a roll of Hans salami
Primo meat brand design by Our Revolution with a salami sandwich with text “Yummm!”
Food
31-01-2023
Food
31-01-2023

Primo

Rebrand the nation's leading smallgoods meat brand to uphold its title and elevate it to the next level as a meaningful food brand.

Primo
Rebrand
Primo
Rebrand
  • Brand Strategy
  • Brand Identity
  • Packaging Design
  • Communications

Established in 1985, Primo reigns supreme as Australia's premier smallgoods producer, earning a reputation for the nations favourite ham and bacon. However, as culture evolves and attitudes towards processed meats shift, Primo now stands at the brink of a new challenge. Tasked with revitalizing the brand and its extensive portfolio, we strived to ensure Primo retains its title as the market leader while venturing into uncharted product territories.

Primo brand design and Primo packaging design for Turkey Breast, Hungarian Salami, and Champagne leg ham products by packaging design by Our Revolution

The Challenge

Entrusted with helping shape the future of Primo, Our Revolution eagerly embraced the challenge. Primo was poised for transformation - from a mere supplier to a beloved and purposeful food brand. To achieve this, a fresh strategic direction was required, coupled with a revitalised master brand identity and a dynamic suite of packaging designs. These elements would ignite Primo's expansion into new product innovations and categories, propelling the brand to new heights.

Meat brand design for Primo by Our Revolution of bacon and egg sandwich on a yellow fabric surrounded by flat colour illustrations of bacon
Hands holding four stacked sandwiches above Primo logo featuring hand-written text by Sydney brand design agency Our Revolution
Meat brand design Primo by brand agency Our Revolution with fun bacon and eggs on a frying pan in the shape of a smiley face, on top of a blue background with stacked bold white text

The Solution

Guiding the Primo Marketing Team through transformative workshops, we united internal stakeholders with a newly crafted strategic vision. By combining research and insights, we were able to craft a blueprint that truly reflected Primo's reason for existence, its unique and own-able idea at its heart, and its distinct set of beliefs.

Fridge full of Primo’s range of sliced meats packaging design by Our Revolution Sydney London brand design agency
Primo Packaging design by brand design agency Our Revolution for Stackers snack range Spicy Chorizo, Leg Ham, and Mild Salami
Night time bus shelter meat brand advert featuring Primo packaging design by Our Revolution for Primo’s Hungarian Salami, Turkey Breast, and Champagne Leg Ham, with slogan “You’re great in bread”
Primo Packaging design by design agency Our Revolution for Primo’s meat snacks Mild Twiggy Bites and Cabanossi Bites Duo’s

Breathing new life into the Primo identity, we unleashed its potential for diversification into new categories, all while preserving its well-deserved title as Australia's premier smallgoods brand. Our brand refresh created a sense of unity across a growing range of offerings, with a distinct look and feel that solidified Primo's recognition and reputation. We imbued a simple, yet powerful, design strategy across the core product line, simplifying variant navigation and elevating the overall offering. The revitalized packaging architecture opened the door to new product innovations, allowing for seamless introductions to market. The brand and packaging makeover were reinforced with steadfast guidelines, ensuring consistent and impactful communication.

Meat brand and packaging design of an open roll of Primo’s salami, packaging design by Our Revolution
Text describing the branding of meat brand Primo on a textured collage of keywords
Billboard Primo advert design featuring slogan “un-bee-lievably tasty!” next to a child eating a sandwich and a cartoon illustration of a bee.
Collage of a child holding a skateboard, cartoon character pins on denim, and a kids lunchbox and soccer ball behind a sandwich for meat brand Primo
Packaging design for meat brand Primo Kids Classic Ham and Honey Ham packaging design created by Our Revolution
Packaging design for meat brand Primo Kids Pineapple Ham packaging design by Our Revolution featuring an illustrated pineapple character on the beach

Contact us

Let's chat about your brand...

Alcohol
31-01-2023
Alcohol
31-01-2023

The Azurial

Exploring further and farther to discover a new perspective for a global wine range.

View Next
The Azurial
Brand Creation
The Azurial
Brand Creation