{"id":23256,"date":"2026-02-24T14:00:33","date_gmt":"2026-02-24T05:00:33","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23256"},"modified":"2026-02-24T16:30:31","modified_gmt":"2026-02-24T07:30:31","slug":"amorepacific-primera-product-packaging-design-renewal-project","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-primera-product-packaging-design-renewal-project\/","title":{"rendered":"\ufeffprimera Product Packaging Design Renewal Project"},"content":{"rendered":"
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\n\t\t\tThis is post 1 of 1 in the series “Creative Story”<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t<\/div>\n

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\ufeffHave you noticed primera\u2019s yellow cartons in stores lately? If you have a keen eye, you\u2019ve probably already spotted that something looks different. This carton redesign project was launched in response to the rapidly evolving retail landscape and primera\u2019s push into global markets. For years, primera had followed a design approach that gave each product its own distinct personality, but that very diversity made it difficult for the brand to register as a single, cohesive presence on the shelf.
\n\ufeffTo address this, we rethought our design strategy from the ground up, with the goal of projecting a sharper brand image and ensuring that \u2018primera\u2019 products are instantly recognizable in any environment. The defining objectives of this renewal were to strengthen shelf clustering through a unified color and design language and to build unmistakable brand recognition in global markets.
\n\ufeffHere\u2019s a look at the thinking and process that shaped the final result.<\/p>\n<\/div>\n<\/div>\n

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\ufeffBringing Fragmented Individuality into a Single Brand Voice<\/p>\n<\/div>\n<\/div>\n

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\ufeffThis primera carton redesign had a clear sense of purpose from the outset.
\n\ufeffThe previous cartons were designed to spotlight the efficacy and personality of each product, with colors and finishes tailored to each line\u2019s character. Viewed product by product, the differentiation was sharp; displayed together, the overall packaging created a vivid, varied impression.<\/p>\n<\/div>\n<\/div>\n

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\ufeffAs the retail environment shifted and the brand\u2019s expansion ambitions grew, however, it became necessary to redefine what the carton was meant to do. Brick-and-mortar retail has been moving rapidly toward the multi-brand store (MBS) model. In those spaces, what matters most isn\u2019t how well a single product speaks for itself, but how powerfully a brand coheres and registers as a unified whole on the shelf.<\/p>\n<\/div>\n<\/div>\n

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\ufeffAt the same time, with global expansion now in full swing, overseas stores are increasingly carrying only a limited number of SKUs or displaying cartons and products front and center without the benefit of dedicated VMD support. For a brand that hasn\u2019t yet built deep familiarity with local consumers, a visually fragmented packaging lineup can work against clear brand recognition.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeffAgainst this backdrop, primera made the strategic decision to move away from design \u2018diversity\u2019 toward \u2018unification,\u2019 strengthening brand visibility and recognition by bringing all cartons under a consistent color and design language.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeffA Carton Design Strategy Built for Brand Recognition<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeffThe final design for the renewed primera cartons leads with the brand\u2019s signature prmr Yellow. The color\u2019s high visibility makes it a powerful vehicle for the brand\u2019s identity, giving primera a clear, confident presence in both physical retail and global distribution environments.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeff\ufeffThe bold prmr logo reinforces immediate brand legibility, while all text is rendered in black for clarity of information and a polished overall impression. A bilingual Korean-English layout has also been adopted to streamline SKU management across different markets and distribution channels, ensuring consistent execution wherever the products appear.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeff\ufeff\ufeffBefore arriving at the final design, a range of directions was explored in the early stages of the project: concepts that differentiated the skincare and makeup lines, a weightier design built around black, and an approach that translated primera\u2019s mixology philosophy into a visual pattern.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeff\ufeff\ufeff\ufeffEach concept had its own merits, but all were ultimately evaluated against two critical benchmarks: clustering impact in offline MBS environments and brand legibility in global markets. The design that communicated the brand most immediately and intuitively was selected as the definitive direction for the renewal.<\/p>\n<\/div>\n<\/div>\n

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\ufeffBuilding the Design Logic and Guidelines<\/p>\n<\/div>\n<\/div>\n

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\ufeffGiven the wide range of carton sizes and proportions across the lineup, the renewal called for a design logic that would ensure consistent brand recognition across formats. The system was built so that the bold prmr logo is perceived as large and impactful as possible on each carton, while still maintaining visual cohesion when the full range is displayed together.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeffThis logic was formalized into a set of guidelines and distributed across the organization, to accommodate any future SKU additions within the same framework. The goal was not a one-time redesign, but the creation of a packaging system built to scale.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeff\ufeffWhen the cartons are displayed side by side, the clustering effect created by prmr Yellow makes primera\u2019s brand presence impossible to miss. Making the brand register before the individual products do, and ensuring the entire lineup is perceived as one on the shelf, was the core ambition driving this renewal.<\/p>\n<\/div>\n<\/div>\n

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\ufeff\ufeff\ufeff\ufeffMore than a visual refresh, this primera carton redesign was a strategic statement about how the brand should be seen and recognized in a retail landscape that has fundamentally changed. We hope it marks a meaningful step toward primera delivering a clearer, more consistent brand experience in new markets and across every distribution environment it enters.<\/p>\n<\/div>\n<\/div>\n

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This is post 1 of 1 in the series “Creative Story” \ufeffHave you noticed primera\u2019s yellow cartons in stores lately? If you have a keen eye, you\u2019ve probably already spotted that something looks different. This carton redesign project was launched in response to the rapidly evolving retail landscape and primera\u2019s push into global markets. For […]<\/p>\n","protected":false},"author":52,"featured_media":23259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_list_apon":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2,3],"tags":[220,1262,1271,1268,1270,1273,1006,1272,1269],"post_series":[1267],"class_list":["post-23256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-heritage","category-heritage-old","tag-amorepacific","tag-amorepacific-stories","tag-brand-identity","tag-creative-story","tag-design-renewal","tag-global-markets","tag-primera","tag-prmr-yellow","tag-product-packaging-design","post_series-creative-story"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/creative-story_prmr_500x329.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=23256"}],"version-history":[{"count":3,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23256\/revisions"}],"predecessor-version":[{"id":23263,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23256\/revisions\/23263"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/23259"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=23256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=23256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=23256"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=23256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}