Giving Home Creative Cooks A Helping Hand

  • Sub-Brand Identity
  • Portfolio Architecture
  • Packaging Design Suite

Primo is the leading brand in the smallgoods category with an extensive portfolio. With ever increasing time pressures, Primo saw as an opportunity to provide a range of products that will help consumers deliver delicious tasting recipes, with minimal fuss. The challenge was to ensure the new cooking range was strongly differentiated from their wider offering.


We created the new ‘Cook & Create’ range, and targeted consumers who wanted to be part of the cooking process at home, but were looking for ease and speed when preparing meals. We utilised the Primo masterbrand architecture so it felt cohesively part of the Primo family in store, whilst also creating new design characteristics that were unique to the sub-range.

Primo Cook & Create
Primo Cook & Create
The variant navigation is bright and bold in order for consumers to find their desired ingredient clearly on shelf, making their shopping experience more efficient.
Primo Cook & Create

The addition of achievable recipe suggestions helps drive appetite appeal whilst also communicating the ease in which the products may be used.