Dow Design New Zealand has masterminded a new image for Primo, the best selling flavoured milk in the country. For fast moving packaged goods, constant review of image and packaging is essential to keep brands top of mind.

New look bottles, now in store, see a change in logo that accompanies the brand’s new tagline ‘Take a moment and chill’, appearing in all advertising, including the current TV and online ads; ‘Beware the wrong fridge!’

Dow Design creative director Donna McCort says the packaging had to be aligned with advertising to ensure cohesion as Fonterra repositioned Primo as ‘the chill-out drink for the moments in between the action’. “The design aligns the brand with its new positioning. It was inspired by thermo graphics to reflect the physical changes that take place when you go from full-on activity to chilling out.”

Dow Design has worked with Primo since the brand’s inception in 1991, being responsible for every redesign the product has undergone. As part of the latest redesign, the brand’s original logo has been revisited and updated for the new decade. “Together, the morphing logo and graphics create a contemporary look that increases the standout ability and clarity of the brand says McCort.

The decision to reconnect the brand’s earlier logo mark to its new identity is already displaying significant results says Primo Brand manger, Heidi Somerville.
“The packaging redesign encapsulates Primo spot on and has already had a remarkable impact on sales. The execution of brand and design strategy into cut-through creative design has ensured that Primo has carved a clear space for itself in a competitive and cluttered marketplace. Dow has successfully integrated iconic pieces of brand equity into a design that lives and breathes the brand’s new positioning – ‘Primo your chill out drink’.”

Primo is available in a range of flavours and sizes; Chocolate, Banana and Strawberry are available in 2L, 600ml and 350ml bottles, Lime in 2L and 600ml and Choc Crunch in 600ml and 350ml. A special Cookies ‘n Cream Limited Edition is available in 2L and 600ml.Primo is owned by trans-Tasman dairy giant Fonterra.

The ‘Beware the wrong fridge!’ ads can be viewed online at: and

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