Primary Select Packaging

Primary Select is a frozen meat retail brand belonging to Farmlands Mathias International, a food trading company that specialise in meat and other food products for wholesalers, retailers, processors and the food service industry in New Zealand. Farmlands approached Angle to help reposition Primary Select from its current budget brand status, to become a high quality brand that communicates ‘finest quality consumer ready meat products.’

The redesigned packaging helps the brand live up to its name, Primary Select, by drawing inspiration from the ‘specials’ chalkboard seen at traditional butchers shops. Chalky-looking, hand crafted typography, borders and illustrations dominate the solid blue front of each pack, printed with a completely matt finish. The zip-lock bag adds a new convenience factor and the back of each pack features a large, clear window.

The result is a vast improvement to the visibility of the packs in the freezer and a revitalised brand that is finding favour with major supermarket buyers and household shoppers because of its superior presence, aspirational styling and unambiguous labeling.