We Didn’t Just Rebrand Primex. We Built a Brand System That Sells Itself.

Because your customers don’t think in categories — they think in brands.

Here’s what most brands get wrong in the mobile accessories space:

They think it’s all “one category.”Cables, chargers, covers, earpods — same industry, same brand, one-size-fits-all.

But that’s not how your audience thinks.

What we discovered through Primex’s pre-rebranding research changed everything:

Customers don’t see mobile accessories as a single vertical. You're either a speaker brand. Or a charger brand. Or a screen protector brand.

Not one brand doing it all.

They associate expertise by product, not umbrella.

That insight was gold. And it became the foundation for how we reimagined Primex.

Above Ordinary — And Beyond Generic

Primex wanted to rise above the sea of unbranded knockoffs and boring packaging.

They were already delivering premium product quality. But the brand presence?

Didn’t match the ambition.

We repositioned Primex with a bold new identity, led by a confident “P” symbol doubling up as a flag of dominance — and a play button, signalling energy and momentum.

The brand’s promise: “Above Ordinary.”

But what truly took it there?

A sharp sub-branding strategy that matched how users actually buy.

Breaking It Down: The Primex Sub-Brand System

Instead of one logo slapped on everything, we built a family of product-led brands, each one with a distinct identity and story — but all united under the Primex master brand.

Here’s how it played out:

Primex Boom – Audio gear (speakers, neckbands, pods)→ Youthful, loud, fun. Designed for people who live on playlists.

Primex Hero – Safety accessories (covers, guards)→ Emotion-first. “Hero hai, bacha lega.” Not a case — a saviour.

Primex Prisma – Display products→ The name suggests colour, clarity, sharpness — a visual statement.

Primex Bolt – Charging solutions→ Fast, efficient, high-power. The kind of name that sounds reliable.

Primex G-One – Batteries→ “G-One” nods to Jeevan (life). Cultural + technical = memorable.

Each sub-brand was created to stand on its own, compete in its niche, and own mindshare.

But visually and verbally, they still whispered one thing: Primex.

That’s how you build modular dominance.

What This Approach Solves

• Helps customers navigate the range easily

• Creates category-specific credibility

• Increases recall and memorability

• Future-proofs the brand for expansion

• Elevates brand perception — from one-size-fits-all to specialist across segments

The Identity Brandcom Way

We believe branding should reflect how people actually think, buy, and choose.

We help you:

• Identify insights like this before the design even begins

• Build systems that scale with your range

• Create naming frameworks with purpose

• Craft sub-brands that don’t just sit pretty — they perform

📞 9821234172🌐 www.idbc.in

Let’s rethink your portfolio. Not just as products. But as brands within your brand.