• Primrose Kitchen Pack Refresh
  • Primrose Kitchen Pack Refresh
  • Primrose Kitchen Pack Refresh
  • Primrose Kitchen Pack Refresh
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Primrose's Kitchen

A heartfelt brand re-fresh

We know Primrose Matheson as a much-valued mentor and partner on the Seed Fund, but she’s well known as the face of Primrose’s Kitchen, her deliciously nourishing healthy muesli. With several hugely successful years under its belt, the brand needed a re-tune. Over time the packaging had become busy and cluttered with an overload of visual and verbal messages. It was time for a sort out. We were delighted to step up and help Primrose get her brand ready for the next phase.

Our role was to streamline and prioritise the messaging and advise on simplifying the illustrations to create a clearer more standout pack. We also introduced a new heart-shaped window design that brought a little love back into the pack.

As Primrose’s Kitchen was already a well-loved brand we were careful to take the time to understand its strengths and pick out the best bits. In fact, we spotted a line Primrose herself had come up with and loved it so much it became the tagline for the brand.


Rebranding / Strategy / Graphic Design / Illustration / Logo Design / Food Branding

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