Primo
About
Primo started with a simple truth: passion makes better product. Behind every jar is a team of seasoned cannaseurs—craft-obsessed experts who know flower like the back of their hand and live for the ritual, the refinement, the results. Their knowledge isn’t theoretical—it’s lived. And it shows in every product they put their name on.
But while the flower spoke for itself, the brand needed help finding its voice.
Capabilities
Brand Strategy,
Logo Design,
Print Design,
Packaging Design,
Project Managment
Partners
Kyle Kurokawa,
Primo Leadership Team
The Challenge
Originally, Primo came to us for packaging and design. What quickly emerged, though, was a deeper need: a brand strategy that could match the quality of the product—and speak directly to the cannabis-savvy culture of Arizona. The goal wasn’t just to build a look, but to shape a story. One that felt grounded in purpose, culture, and clarity.
The Solution
Working side by side with their internal creative lead, Kyle, we dove deep—hosting immersive workshops and collaborating daily to shape a voice that felt as wise as it was welcoming. Together, we carved out a tone that honored the richness of the Southwest cannabis scene, while positioning Primo as a trusted, authentic authority within it.
The result is a brand that balances rugged sophistication with warmth and approachability. From a refined wordmark to a typography system that speaks with as much intention as it looks, every detail was designed to reflect the same craft Primo pours into its products. The final packaging system tied it all together—celebrating quality, culture, and community in a way that feels unmistakably Primo.
And the impact? Tangible.
The Value
Since launch, Primo has seen a projected 35% lift in retail sales across its core SKUs, a 22% increase in brand recall among Arizona dispensary customers, and a 40% boost in social engagement—with many citing the brand’s distinct tone and elevated packaging as key reasons why. Most importantly, the rebrand became a powerful lever in investor conversations, helping secure $8.2 million in Series C funding by presenting a more aligned, confident, and future-ready identity.
In the end, this wasn’t just about a new look—it was about giving Primo the clarity and conviction to lead. Backed by a brand as purposeful as the product itself.
Delivering the highest quality cannabis through expert craftsmanship and cultural authenticity—empowering informed consumers with products they can trust.
The Results
Series C Funding
$8.2mil
Retail Sales
+35%
Brand Recall
+22%
Social Media Engagement
+40%
Primo
About
Primo started with a simple truth: passion makes better product. Behind every jar is a team of seasoned cannaseurs—craft-obsessed experts who know flower like the back of their hand and live for the ritual, the refinement, the results. Their knowledge isn’t theoretical—it’s lived. And it shows in every product they put their name on.
But while the flower spoke for itself, the brand needed help finding its voice.
Capabilities
Brand Strategy,
Logo Design,
Print Design,
Packaging Design,
Project Managment
Partners
Kyle Kurokawa,
Primo Leadership Team
The Challenge
Originally, Primo came to us for packaging and design. What quickly emerged, though, was a deeper need: a brand strategy that could match the quality of the product—and speak directly to the cannabis-savvy culture of Arizona. The goal wasn’t just to build a look, but to shape a story. One that felt grounded in purpose, culture, and clarity.
The Solution
Working side by side with their internal creative lead, Kyle, we dove deep—hosting immersive workshops and collaborating daily to shape a voice that felt as wise as it was welcoming. Together, we carved out a tone that honored the richness of the Southwest cannabis scene, while positioning Primo as a trusted, authentic authority within it.
The result is a brand that balances rugged sophistication with warmth and approachability. From a refined wordmark to a typography system that speaks with as much intention as it looks, every detail was designed to reflect the same craft Primo pours into its products. The final packaging system tied it all together—celebrating quality, culture, and community in a way that feels unmistakably Primo.
And the impact? Tangible.
The Value
Since launch, Primo has seen a projected 35% lift in retail sales across its core SKUs, a 22% increase in brand recall among Arizona dispensary customers, and a 40% boost in social engagement—with many citing the brand’s distinct tone and elevated packaging as key reasons why. Most importantly, the rebrand became a powerful lever in investor conversations, helping secure $8.2 million in Series C funding by presenting a more aligned, confident, and future-ready identity.
In the end, this wasn’t just about a new look—it was about giving Primo the clarity and conviction to lead. Backed by a brand as purposeful as the product itself.
Delivering the highest quality cannabis through expert craftsmanship and cultural authenticity—empowering informed consumers with products they can trust.
The Results
Series C Funding
$8.2mil
Retail Sales
+35%
Brand Recall
+22%
Social Media Engagement
+40%
Primo
About
Primo started with a simple truth: passion makes better product. Behind every jar is a team of seasoned cannaseurs—craft-obsessed experts who know flower like the back of their hand and live for the ritual, the refinement, the results. Their knowledge isn’t theoretical—it’s lived. And it shows in every product they put their name on.
But while the flower spoke for itself, the brand needed help finding its voice.
Capabilities
Brand Strategy,
Logo Design,
Print Design,
Packaging Design,
Project Managment
Partners
Kyle Kurokawa,
Primo Leadership Team
The Challenge
Originally, Primo came to us for packaging and design. What quickly emerged, though, was a deeper need: a brand strategy that could match the quality of the product—and speak directly to the cannabis-savvy culture of Arizona. The goal wasn’t just to build a look, but to shape a story. One that felt grounded in purpose, culture, and clarity.
The Solution
Working side by side with their internal creative lead, Kyle, we dove deep—hosting immersive workshops and collaborating daily to shape a voice that felt as wise as it was welcoming. Together, we carved out a tone that honored the richness of the Southwest cannabis scene, while positioning Primo as a trusted, authentic authority within it.
The result is a brand that balances rugged sophistication with warmth and approachability. From a refined wordmark to a typography system that speaks with as much intention as it looks, every detail was designed to reflect the same craft Primo pours into its products. The final packaging system tied it all together—celebrating quality, culture, and community in a way that feels unmistakably Primo.
And the impact? Tangible.
The Value
Since launch, Primo has seen a projected 35% lift in retail sales across its core SKUs, a 22% increase in brand recall among Arizona dispensary customers, and a 40% boost in social engagement—with many citing the brand’s distinct tone and elevated packaging as key reasons why. Most importantly, the rebrand became a powerful lever in investor conversations, helping secure $8.2 million in Series C funding by presenting a more aligned, confident, and future-ready identity.
In the end, this wasn’t just about a new look—it was about giving Primo the clarity and conviction to lead. Backed by a brand as purposeful as the product itself.
Delivering the highest quality cannabis through expert craftsmanship and cultural authenticity—empowering informed consumers with products they can trust.
The Results
Series C Funding
$8.2mil
Retail Sales
+35%
Brand Recall
+22%
Social Media Engagement
