PatPrimo

01 — The Brief

A brand built on price needed to
be rebuilt on pride

PatPrimo had grown into a Colombian retail institution. But decades of price-first communication had eroded its emotional equity. The challenge was clear: reconnect with a new generation of Colombian consumers without alienating the core base.

PatPrimo se había convertido en una institución del retail colombiano. Pero décadas de comunicación centrada en el precio habían erosionado su conexión emocional con consumidores más jóvenes. La marca estaba atrapada entre su herencia y su futuro — demasiado vieja para compradores aspiracionales, demasiado costosa para cazadores de ofertas.

The Tension

Beloved but taken for granted

180 stores, millions of customers, and yet: brand studies showed declining preference among 18–34 year olds. PatPrimo was where your parents shopped — not somewhere you chose by desire. Price was the only real reason people gave for going there. That had to change.

The Opportunity

Colombian fashion, finally proud of itself

La moda colombiana, finalmente orgullosa de sí misma

A cultural shift was happening. Colombian consumers were increasingly proud of their identity, their design talent, their aesthetic sensibility. PatPrimo had the reach, the trust, and the legacy to lead that shift — if it dared to claim a real territory. That was the opportunity Brandnew saw.

02 — Strategy

From affordable to aspirational

We defined a new brand positioning for PatPrimo: the everyday fashion brand that makes Colombian style accessible — not cheap, but genuinely theirs. A brand that dresses Colombia, not just sells to it.

Definimos un nuevo posicionamiento de marca para PatPrimo: la marca de moda cotidiana que hace que el estilo colombiano sea accesible — no barato, no lujoso, sino orgullosa y bellamente colombiano. Una marca que viste al país.

01

Repositioning

Moving the brand from a price-driven message to a cultural territory — everyday fashion with genuine Colombian character. No longer competing on cost; competing on connection.

02

Audience Expansion

Retaining loyal core customers aged 30–55 while earning relevance with younger consumers 18–34. Two audiences, one brand story — rooted in shared pride of Colombian identity.

03

Experience Alignment

Every touchpoint — from storefront to digital to packaging to staff uniforms — needed to speak the new language. Consistency at 180+ locations was the real design challenge.

Brand Territory Defined 2022

Colombia gets dressed here.

Positioning Concept — PatPrimo Brand Platform 2023

03 — Identity System

Built on heritage.
Dressed for today.

The new visual identity drew on PatPrimo's red — their most iconic, most recognizable asset — and gave it new energy: bold, confident, modern. The wordmark was refined, the typography elevated, the color system anchored in warmth and Colombian craft.

01 — Wordmark

PatPrimo

Everyday Fashion · Colombia

The wordmark retained the familiar "Pat" prefix while giving "Primo" — meaning both cousin (intimate, familiar) and prime (quality) — new typographic presence. A serif refinement that signals confidence without losing approachability.

02 — Color System

PP Red

#c8172b

Charcoal

#2a2320

Cream

#faf5ee

Warm Tan

#d4b896

Red as power. Cream as warmth. Charcoal as authority. Tan as heritage. Four colors that dress a country.

04 — Brand Values

The pillars behind the system

🇨🇴

Colombian

Proudly Colombian — not as a geographic fact but as a cultural attitude. We celebrate the texture, color, warmth, and vitality of Colombian life.

✦

Accessible

Fashion should not be an exclusive club. Accessible doesn't mean cheap — it means designed for real people, real lives, real moments across Colombia.

◈

Confident

Apologizing for price is over. PatPrimo speaks with the confidence of a brand that knows its value — quality, reach, and a genuine relationship with Colombia.

⟡

Current

Heritage without staleness. The brand looks forward, reads trends, and speaks in a language that resonates with the next generation of Colombian consumers.

05 — Applications

The system in the world

From flagship stores in Bogotá to regional malls in Cali, Medellín, and Barranquilla — the new brand system needed to perform consistently across every touchpoint at scale.

Store Environment

Retail Flagship · Bogotá

Window Display

Visual Merchandising

Campaign Visual

National Campaign · 2023

Digital Content

Social & E-commerce

06 — Digital System

Online, on brand

A digital brand guide translated the visual system into web, social, and e-commerce environments — with specific direction for product photography, content templates, and digital advertising.

E-Commerce Direction

Photography with personality

Product photography moved away from clean-white-background convention to warm, lifestyle-driven imagery that showed clothes on real Colombians in real environments. The result: higher conversion and stronger brand recall.

Social Media

Templates at scale

A modular content template system gave PatPrimo's internal team the tools to produce 200+ monthly pieces without compromising brand consistency — speed and quality in the same system.

Fashion
for all
Colombia

Digital Campaign Concept

07 — Results

A brand that moves the numbers

Six months after launching the repositioned identity across all touchpoints, measurable improvements confirmed the strategy had landed.

+38%

Brand Preference 18–34

Significant uplift among the target younger demographic — the hardest audience to win for a legacy retail brand.

2.4×

Digital Engagement

Social and e-commerce engagement more than doubled following the launch of the new content system and visual identity.

96%

Internal Brand Adoption

Near-total adoption of new brand guidelines across 180+ stores — an operational challenge as significant as the creative one.

A brand built on price needed tobe rebuilt on pride