Sankt Primus
The evocative Primella name is reminiscent of Saint Primus, who according to legend discovered the spa water spring in Bad Adelholzen, Germany more than 1700 years ago. The intention was to reactivate the Primella lemonade sub-brand almost two decades after it was last seen on the market – as a family lemonade brand, promising quality while standing for special moments of lemonade enjoyment.
Family Lemonade
The brief for the two varieties, orange and lemon, was to adopt the name, but not the old design. Our task as a packaging design agency was to create a packaging design that appeals to a very broad target group, exuding quality and tradition while presenting Primella as the ideal drink for the whole family.
Modern Retro
The colours, the retro-looking font, combined with fine illustrations and decorative banderole elements open up a sunny world with a fresh and natural style. Our design team has given the Primella name a new face and showed that retro and modern style can form a perfect symbiosis. The revived lemonade brand has iconic character and the packaging design appeals to lemonade fans young and old, with its authentic handcrafted style.
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