Never underestimate the value of primitive notions! That said:
Here's one way to define area for a wide range of shapes in $\mathbb{R}^2$ without resorting to measure theory (and is arguably closer to the intuitive definition of area - but see below). First, define by fiat that the area of an $a\times b$ rectangle is $ab$. Next, we say that two shapes have the same area if we can cut one shape into finitely many pieces by finitely many cuts, and rearrange those pieces through finitely many rigid motions to get the other shape. See page 2 of this paper by Hales.
(EDIT: the definition of area of a rectangle introduces nontrivial issues around well-definedness, see the comments by Eric Wofsey below. If we want to avoid this issue, we can just define the area of a shape to be the set of all shapes it is scissors-equivalent to.)
Now, this approach has a couple drawbacks. First of all, it utterly fails to measure the area of non-polygons. But arguably that's fine - maybe in the context of classical Euclidean geometry, we really only care about polygons, and indeed this approach does successfully compute the area of every polygon: any polygon can be cut and rearranged appropriately into a rectangle. The more serious problem comes when we try to generalize to higher dimensions: it turns out that even in dimension $3$, things break down! There are polyhedra with the same volume which cannot be cut and rearranged into each other. See Hilbert's third problem. This can be fixed by adding more complicated operations than just the scissor operations, but things rapidly get complicated. In particular, I'm not aware of any nicely-describable version of the scissor congruence which works for $n$-dimensional polyhedra; which, in my mind, is a good argument for the naturality of Lebesgue measure.
Note that Lebesgue measure is really two separate topics: first, outer measure ($\mu(A)$ is the inf over all covers by boxes of the sum of the measures of the boxes involved), and second, the algebra of measurable sets. But this second issue can be laid aside for "classical" geometry, and what we're left with is a formal notion that - in my opinion - does a very good job of capturing the informal concept of area/volume/etc. In particular, arguments by exhaustion for calculating the area of (say) the circle feel (to me) grounded in a view of area very close to this one. I go back and forth over which (scissors or measure) corresponds better to the "pre-theoretic" notion of area/volume/etc (and even over whether there is such a notion in the first place in any meaningful sense!). Right now, I fall very slightly on the scissors side, but that may change.