Prima Printing rebrands to become Prima

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Personalised consumer products operation Prima has removed Printing from its name, and rebranded with a new website and vibrant set of logos, in order, it says, to better reflect its diversity in the market.

Rebrand: Prima Printing becomes Prima
Rebrand: Prima Printing becomes Prima

Prima - based in Melbourne - claims to be the largest manufacturer of personalised consumer products in Australia and New Zealand. It is a wholly owned subsidiary of District Photo, the largest manufacturer of photo gifting products in the world, which was only formed five years ago.

According to Ian Zbiegniewski, account executive at Prima, the decision to rebrand and remove the word Printing from the company name signifies that it is ready to step up from a pure print focus, and become a well-known brand with a reputation that precedes it.

He said, “Printing is only one step of the process. We pride ourselves on our partnerships with our customers, strategic suppliers and our wider district family. We wanted our brand to holistically represent the way we do things differently, through innovation, and our drive to always do better", adding that Prima aims to print, manufacture and ship all its products to its partners' end customers in the quickest, cheapest way possible, with the highest quality standards.

“We offer a huge point of difference in the market, and wanted to be able to convey that in a meaningful way,’ added Zbiegniewski, confirming that the company’s growth and urge to promote its values were also factors that conntributed to the local rebrand.

“Prima came into existence because we saw an opportunity to do something better. We saw how we could work with local and international experts to bring the best technology to our clients. We saw the opportunity to build long-term brand relationships, working side by side with businesses, adapting and creating tailored solutions, to optimise operations and outcomes for all,” he said.

Prima team: L-R: Samantha Turnbull, Howard Lee, Rahul Mahato, Carly Diep, Ian Zbiegniewski and Belinda Rees
Prima team: (l-r) Samantha Turnbull, Howard Lee, Rahul Mahato, Carly Diep, Ian Zbiegniewski and Belinda Rees

Zbiegniewski says that, over the past five years, the company has been focused on research, development and design, new product innovation, AI, software development and infrastructure.

“The final piece was developing our branding as we look to further expand across the personalised gifting and DTG market."

Mindful of the continued disruptions in the global supply chain, Prima’s furture plans involve the formation of new and long-lasting partnerships, as it believes that local and global brands can take advantage of its economies of scale and its local market expertise, says Zbiegniewski.

“We don’t believe in one-way relationships; we believe in partnerships. By enabling our customers to leverage our competitive advantage and dominate in their markets, we grow together,” he said.

See Prima's new website here.

Prima manufactures some 350 different personalised consumer products on behalf of brands for their end consumers. This includes photobooks, canvas, desk art, wall art, mugs, calendars, cards, stationary, books, posters, prints and direct-to-garment items, for which it has just installed two Kornit Atlas digital DTG printers. It also has the largest Ricoh digital colour printer fleet in the country, with eight Pro C9210s in operation.

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