Primus Label Redesign
setting Primus beer as a cultural icon for the new generation
The Situation
Primus Beer, a cherished heritage brand in Congo, had a unique challenge- the need to shed its “old-school” image. While beloved by older generations, Congo’s youth saw it as a legacy brand—and were opting for “cooler” alternatives.
Primus needed a fresh approach to win back young drinkers without losing its older loyal fans. The answer? Music and fashion, two universal passions that connect across generations in Congo. Music, in particular, bridges the age gap, with young and old alike loving the same genres and artists.
Our Solution
For Primus Beer, we set out to do one major thing- Reintroduce cool to Congo’s youth.
We redesigned the Primus bottle with six unique designs and through exclusive QR codes, turned each bottle into a portal for the young drinkers to discover never-before-heard music from their top Congo artists.
With this, we set Primus beer as a cultural icon for the new generation.
