Primary
Primary is a lingerette that provides women at all stages of life with the space to find exceptional undergarments. The opportunity for JAC AND was to create a safe, comfortable and elevated brand experience that respects and celebrates women, rather than overtly sexualising them. The result is a brand that transforms an often intimidating necessity into an act of everyday self-care, and a foundation for brand evolution across activations and a future physical retail space.
A new understanding
In Australia and New Zealand, the experience of buying a bra is often outdated and impersonal. Options are limited to department stores, where fittings are often awkward or unavailable, and limited independent boutiques with varying levels of service. Partnering with Primary, JAC AND developed a brand that balances integrity and quality — offering a more thoughtful, empowering alternative.
No padding required
In a sea of faceless e-commerce brands, Primary was designed to be different. The strategy centred on establishing a personal connection through in-person fittings, setting the stage for a bricks-and-mortar store through activations and immersive experiences. JAC AND supported this with a restrained but deliberate design approach. Through clear storytelling and considered details, Primary would cultivate a community of like-minded customers and brand partners alike.
Strategy sewn in
JAC AND partnered with Primary from strategy to identity, overseeing printed collateral and art direction for key brand pieces. The entire brand was crafted to appeal equally to customers seeking a more considered and personal experience, as well as to international lingerie brands seeking exclusive Australian representation.
Designed to flourish
The distinct brand asset of the Primary flower was crafted and tested at length to be replicated in multiple formats across digital, print, animation and embroidery. Over time, it’s intended to stand alone as an ownable icon for Primary; a symbol of rare clarity and care holding space in a crowded category.
"At every touchpoint, Primary announces itself as a quiet, thoughtful and premium lingerie brand. The care shown in each fitting echoes in every detail — from the packaging to the swing tags printed by Hungry Workshop. We were honoured to help build Primary’s brand beginnings, and we looked forward to watching it flourish.”
Folio documentation by Ben Moynihan. Motion by Hamish Payne.
