Independent creative agency Our Revolution has unveiled its new packaging design for Primo’s mid-tier small goods range.

The Premium Selections range takes Primo’s portfolio architecture into consideration, as it sits between the Masterbrand’s Core and Gourmet Selections ranges.

Simple, sleek photography and strong variant navigation meet to invite consumers to trade up from their commodity deli meats and explore something more special. 

Jen Doran, creative director at Our Revolution, said the final result still very much leads with the Primo Masterbrand identity. 

“But we had to create enough differentiation and visual equity for the mid-tier range to show consumers the tangible value of the variants, for when they feel like trying something special,” she said. 

“The mid-tier range offers more premium flavours, so the photography communicates this excitement, without cannibalising the sales of their top-tier range.” 

Donna Oakley-Davies, marketing and category director at Primo, said: “We are delighted with the finished design, as it clearly communicates its point of difference – flavour and taste – whilst sharing key brand credentials of our other tiered ranges.