The project was a collaboration between Primera, a brand that promotes mindful clean beauty where nature and people coexist, and Nukak, an upcycling brand that gives new life to discarded objects by turning them into trendy fashion items. The key goal was to design products and spaces that brought together the youthful energy of both brands to actively share their sustainability stories in an authentic voice.
Concept
For the past 10 years, every April, Primera has celebrated Earth Month with its “LOVE THE EARTH” campaign, consistently communicating its commitment to sustainability. In 2021, the brand took a step beyond its established naturalism, positioning “mindful clean beauty” as its new core message. Through collaboration with Nukak, Primera aimed to express this mindset under the concept of “Second Chance.”
The design minimized the use of unnecessary materials, introduced a newly developed structure for easier recycling, and deliberately exposed raw materials in their natural state.
The packaging featured components made from recycled plastic bottle caps and 100% sugarcane waste paper—produced without cutting down trees. In addition, an upcycling DIY kit allowed users to create their own unique card wallets from discarded banners, emphasizing the brand’s message of mindful clean beauty. The delivery method also prioritized a clean and simple appearance over decorative elements, aiming to balance the authentic narratives and values of both brands.
The main design feature, a horizontal window on the package front, was created to showcase the diverse and charming components in a playful way, while also acting as a blank canvas representing Primera’s potential for continuous brand activities that serve both people and the planet. Interestingly, customers who purchased the collaboration product reused the packaging as mask cases, tissue holders, or flower pots—sharing their creations on Instagram. This user feedback offered fresh inspiration, encouraging the brand to continue creating designs and campaigns that are both meaningful and sincere.
“To convey the brand’s sustainability story in an engaging way through experiential content—
and to signal its transformation into a younger, more dynamic brand.”
At the pop-up store, we aimed to balance the values of both brands and share the sustainable brand story in an engaging way at the customer touchpoint.
To do so, we created a photo zone and a DIY class area to provide experiential content. Our design focused on three key elements to effectively deliver the message:
1. Using unmodified materials
2. Communicating messages in a removable format
3. Designing recyclable POP and signage
At the entrance, a photo zone featured a giant face modeled after the limited-edition product, encouraging visitors to take photos and share them on social media. Inside the space, the original form of discarded banners was presented throughout, showing the transformation process from waste to product. Fixtures were made from unfinished wood and built to be easily dismantled for reuse.
Nukak, known for crafting fashion items like bags and wallets from discarded banners, gave a second life to the materials used in the pop-up. After the event, Primera’s banners were returned to Nukak and upcycled into mini crossbody bags, fulfilling the “Second Chance” theme. By considering the lifecycle of these materials from the initial planning stage, the project not only aligned with the brand’s sustainability values but also brought them to life in a tangible and impactful way.
