Empresas Polar


A winning recipe


With many years of market leadership, Primor needed to rejuvenate its brand and protect significant equities earned by its years of tradition and quality reputation in Venezuelan households.

MBLM was asked to help evolve the masterbrand platform and define the portfolio’s brand architecture. We analyzed Primor’s value proposition, the relevant local and global best practices, key market trends and Primor’s brand overall communications.

A unique and relevant brand platform was created along with a new and modern graphic identity that aligns the brand’s expanding categories – rice, pasta, and baby cereal, allowing for the introduction of new product lines.


As a result of the rebranding, Primor has been able to maintain its leadership position in all categories and to remain true to its goal of being an indispensable ingredient for a great meal.

Related Case Studies