Primo

Creative Agency: Dow Design
Creative Director: Donna McCort
Lead Designer: Chris Leskovek
Design Team: Jeannie Burnside
Production: Carl Dixon, Ben Dean
Account Managers: Mike Statham, Simon Wedde
Project Type: Produced, Commercial Work
Client: Fonterra New Zealand
Location: Auckland, New Zealnad
Packaging Contents: Flavoured Milk
Packaging Substrate / Materials: Plastic, shrink wrap
Printing Process: Offset

You do you. That’s at the heart of our redesign of Primo. Say what? Well, it’s all about 14-17 year olds and what they care about. And after running a Dow Labs workshop with a few of these individual individuals, we learnt some interesting stuff. The most relevant for Primo? Just be who you are. Primo may not be hand-milked purity from heritage breed cows but it definitely has more flavours than anyone else. Giving any Gen Z’er more freedom to ‘find their jam’. And the design? Dripping in flavour, of course. But more importantly, deliberately unvarnished. Because any self-respecting Gen Z’er can spot a phoney a mile off. This is us. You be you.