Freedom to explore.
Guaranteed.

Background

Primus. Innovators. Engineers. Manufacturers of Swedish reliability and quality for over one hundred years. Their mission. Make it easier to experience the great outdoors. For Arctic expeditions. For family hikers. For whatever the adventure.

Challenge

Express their passion. Share their mission. Put the great outdoors into the brand and make it easy to understand.

Insight

Q. What do Primus really offer? A. Freedom to escape civilisation. Freedom to experience nature. Freedom to go wherever.

Thinking

A simple guarantee. Freedom to explore.

Result

A versatile design system. One capable of expanding the freedom guarantee across all product lines. To create packaging. To convey the unique engineering behind each product. An understated tone of voice and specifically designed pictograms now make it easy to understand each product. Whilst a modified logotype emphasises strength, technical expertise and heritage.