Refreshing The
Primo Masterbrand

  • Brand Identity Refresh
  • Masterbrand Architecture
  • Packaging Design
  • Design Strategy

Our Revolution were engaged to create a refreshed masterbrand for Primo, bringing to life a new strategic proposition. As the largest smallgoods provider in Australia, the challenge was to take an established brand and catapult it from smallgoods company to a purposeful and truly loved food brand.


Our role was to reinvigorate the Primo identity as it diversifies into new categories and markets, whilst preserving its recognition as Australia's leading smallgoods brand. The brand refresh allowed for a sense of cohesion across multiple categories, with a distinct look and feel that ensured the recognisable Primo name and reputation as the offering expanded.

The new application of the Primo masterbrand helped diversify into new categories such as snacking, flexing its confidence as a strong brand identity whilst creating a sense of cohesion.