Primark

Hosiery

A total re-fresh of the hosiery department, has now launched in store. Its cleaner, brighter, easier-to-shop packaging is designed to appeal to a broader audience and feels much more feminine against the previous range of packaging. The entire range uses different methods to make USP and benefit information much clearer and simpler to navigate.

The designs for each range sit together as a full range, with all photography being shot in our studio. There is a mixture of fun, playful photography for the everyday hosiery items, and more sexy, feminine feel of shot for the more premium packs.

[Primark Hosiery Packaging 01]
  • Fran Theanne
  • Head of Creative
  • 'The work The One Off have done on branding and in-store POS has helped to transform our retail environment. We are now showing the customer what we are really about...fashion, style but great value too.'
[Primark Hosiery Packaging 01]
[Primark Hosiery Packaging 03]
[Primark Hosiery Packaging 04]
[Primark Hosiery Packaging 06]
[Primark Hosiery Packaging 07]
[Primark Hosiery Packaging 09]
[Primark Hosiery Packaging 10]

Primark

Baby Fashion 2014

Normally focusing on baby basics product, the the aim of this campaign was to showcase the brighter, more fashionable baby collection. The adorable

babies, some children of the Primark team, brought the fun, lighthearted shots to life and captured the “aah” factor of customers.

This was also carried through into a digital piece produced to sit alongside the campaign; a super cute video of behind the scenes footage shot during the shoot.

The campaign successfully increased awareness and footfall to the baby department.

Photography by Dan Scudamore

Videography by The One Off

[Photography by Dan Scudamore]
[Photography by Dan Scudamore]
[Photography by Dan Scudamore]
[Photography by Dan Scudamore]
[Photography by Dan Scudamore]
[Photography by Dan Scudamore]

Primark

T Dept Campaign 2014

Primark have worked with The One Off to produce the new in store T-Dept campaign. The campaign works to showcase Primark’s depth of range for t-shirts across all departments. The campaign not only highlights key shapes and styles across Women’s, Men’s and Kids, but also gives the customer an idea of how to wear each style to achieve a great range of looks.

The shoot took place at Rida Studios over 3 days and involved still shots only. The end result is a vibrant campaign, transforming a basic item into a key staple for everybody’s wardrobe!

Creative Direction – The One Off

Photography by Rhys Frampton

[Photography by Rhys Frampton]
[Photography by Rhys Frampton]
[Photography by Rhys Frampton]
[Photography by Rhys Frampton]
[Photography by Rhys Frampton]

Primark

Spring 2014: Phase 2

The latest Spring campaign for Primark is all about prints. Be fabulous in floral or subtle with a pinch of paisley, depending how bold you’re feeling. The new campaign shows customers how to pull off prints from head to toe or combine with those wardrobe essentials.

The stills and video were shot over a 2 day period at Big Sky Studios in London. The Primark store windows and in-store POS will update every two weeks to showcase each of the bold prints across a 6 week campaign duration.

Photography by Thanassis Krikis

Videography by Brunswick Studios

[Photography by Thanassis Krikis
Videography by Brunswick Studios
]
[Photography by Thanassis Krikis
Videography by Brunswick Studios
]
[Photography by Thanassis Krikis
]
[Retail graphics of Primark Spring Phase 2 in store. ]
[Retail Graphics in store on Primark Spring Phase 2 ]
[In store retail graphics on Primark Spring phase 2 ]
[In store retail graphics on Primark Spring Phase 2 ]

Primark

Lingerie 2014

The 2 part lingerie campaign plays on the Secret Possessions and No Secret brands.

Phase 1 asks "What's Your Secret?", showcasing 4 key D-F cup bra sets each in it's own "secret" scenario. You could be "Simply Seductive" in vintage ivory or “Daring After Dark” in sexy black and pink lace.

Phase 2 was all about "The Best Kept Secret", mix and match sets from only £2.50! The stills and video shoot captured the fun and fashionable nature of the product, mixing up poppy colours and cute patterns for an on trend look! Phase 1 asks "What's Your Secret?", showcasing 4 key D-F cup bra sets each in it's own "secret" scenario. You could be "Simply Seductive" in vintage ivory or “Daring After Dark” in sexy black and pink lace.

[Photography by Dan Smith]
[Photography by Dan Smith]
[In store window retail graphics of Primark Lingerie 2014 ]
[In store retail graphics of Primark Lingerie 2014 ]
[Photography by Dan Smith]
[In store window retail graphics of Primark Lingerie 2014 ]
[Photography by Dan Smith]
[In store graphics of Primark Lingerie 2014 ]

Primark

Spring 2014: Phase 1

The new Spring campaign for Primark is all about updating your SS14 wardrobe with the season’s must haves. Simple backgrounds of painted brick walls and white wash wooden flooring and a mixture of model and still life photography help hero the key prints, colours and shapes for Spring. The flashes of colour used in the hair and make up was heavily inspired by the season’s trends.

The campaign videos’ also emulates the season’s key trends and uses a mixture of video and still photography, with the still shots being crafted into short stop-motion videos.

Photography by Rhys Frampton

Videography by Two Wheel Trike

[Videography by Two Wheel Trike
Agency by The One Off
Creative Direction by The One Off
Photography by Rhys Frampton]
[Agency by The One Off
Creative Direction by The One Off
Photography by Rhys Frampton
Videography by Two Wheel Trike]
[Agency by The One Off
Creative Direction by The One Off
Photography by Rhys Frampton
Videography by Two Wheel Trike]
[Agency by The One Off
Creative Direction by The One Off
Photography by Rhys Frampton
Videography by Two Wheel Trike]
[]
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[]

Primark

WORKOUT 2014

Primark’s new WORKOUT campaign inspires an active spirit for the New Year!

Menswear ‘by Admiral’ and ‘by Technolayer’ is a new addition to the WORKOUT range for 2014.

New store windows, in store POS, video’s and ticketing have been designed to support the increased and improved product ranges. The campaign also highlights recommended sport activities and even features fitness products from their home department.

The mood video embraces a sense of mental ability. Over a 3 day shoot the models worked to demonstrate a range of activities from Yoga to more vigorous training.

Photography by Rhys Frampton

Videography by Two Wheel Trike

[Photography from the Primark WORKOUT Shoot 2014 ]
[Photography from the Primark WORKOUT Shoot 2014 ]
[Photography from the Primark WORKOUT Shoot 2014 ]
[Photography from the Primark WORKOUT Shoot 2014 ]

Primark

Christmas 2013

How do you create a Christmas campaign that can showcase Novelty knitwear and onesies together with stylish evening wear in a coherent and effective way? The latest campaign for Primark does just that!

Using models shot amongst custom made, oversized props, the campaign brings the spirit and magic of Christmas to life in a big way!

The campaign video plays on the illusion of scale even further, with the models becoming dolls moving through a surreal house filled with giant candy, presents, glitter balls and stars!

The 11 day stills and video shoot captured each key department for the brand

Photography by Rhys Frampton

[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]

Primark

Autumn Campaign 2013

The new Autumn Primark campaign embodies a real sense of 90’s grunge. Set in East London, the urban, industrial backdrop compliments Primark’s new collection and reinforces this season’s biggest trend. A mixture of studio and location shots, in colour and black and white show great, affordable fashion across men’s, women’s and kids wear. The digital mood video works well with the imagery to bring the edgy and inner-city campaign to life! Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.

Photography by Rhys Frampton

[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[In store window campaign showing the retail graphics for the Primark Autumn Campaign ]
[In store retail graphics of the Primark Autumn Campaign ]
[Showing the photography of the retail graphics in store for the Primark Autumn Campaign.  ]
[In store photography of the retail graphics for the Primark Autumn Campaign ]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]

Primark

Denim Co. Campaign 2013

Launched in store the new Primark Denim Co. campaign captures the very essence of the Denim Co. brand. Featuring the campaign line Rhythm + Blue the creative uses iconic photography to show models across all age ranges wearing core denim pieces from the Primark range. As an integral part of the campaign a digital version has been created for in-store and online which features music from up and coming band The Struts.

Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.

Photography by Rhys Frampton

[Our graphic and motion graphic designers created a campaign identity, windows and retail graphics and art directed the campaign photography and video.]
[Store window retail graphics created by retail designers for the Primark Denim.Co Campaign ]
[In store retail graphics of the Primark Denim.Co ]
[In store retail graphics of the Primark Denim.Co Campaign
]
[In store retail grahics created by retail designers for Primark Denim.Co campaign 2013]
[In store retail graphics created by retail designers for the Primark Denim.Co campaign ]
[In store retail graphics created by retail designers for the Primark Denim.Co campaign ]

Primark

Summer 2013

Summer has launched at Primark! Shot in Miami earlier this year, the Salute the Sun campaign presents a cool, laid back style captured through the Instagram inspired shots. The photography and campaign film evoke the mood of the season.

Photography by Rhys Frampton

[Photography of the window retail graphics in store]
[Photography of the window retail graphics in store]
[Photography of the window retail graphics in store]
[Photography of the window retail graphics in store]
[Photography of the window retail graphics in store]
[Photography of the window retail graphics in store]

Primark

Spring 2013

For the launch of the new Spring season we created a concept that was clean and fresh with bags of attitude. The focus was around key fashion looks, highlighting that Primark have all the key pieces for Spring at amazing prices.

Shot in a studio in London the new campaign features womens, mens and kidswear across stills photography and digital video.

[Primark Spring Campaign Instore Retail Comms and Digital]
[Primark Spring Campaign Instore Retail Comms and Digital]
[Primark Spring Campaign Instore Retail Comms and Digital]
[Primark Spring Campaign Instore Retail Comms and Digital]
[Primark Spring Campaign Instore Retail Comms and Digital]
[Primark Spring Campaign Instore Retail Comms and Digital]
[Primark Spring Campaign Instore Retail Comms and Digital]

Primark

WORKOUT 2013

Work Out by Atmosphere, a new brand and campaign for Primark. To launch the new year and with customer's new year's resolutions in mind, a new range of sportswear has launched in stores supported by a new logo and tickets, a window and video campaign and in store graphics.

The new brand uses a bold linear typeface, the kinetic lines of which are rendered in neon coral. These details were then expanded across the campaign, spanning across bold, black and white photography and animating throughout the impactful mood video.

[Primark Work Out Campaign In-store POS, photography, windows, animation]
[Primark Work Out Campaign In-store POS, photography, windows, animation]
[Primark Work Out Campaign In-store POS, photography, windows, animation]
[Primark Work Out Campaign In-store POS, photography, windows, animation]
[Primark Work Out Campaign In-store POS, photography, windows, animation]
[Primark Work Out Campaign In-store POS, photography, windows, animation]

Primark

Lingerie 2013

2013 saw the Primark lingerie department completely relaunched following our extensive rebrand of their Secret Possessions, No Secret and Love to Lounge brands. Everything from individual product price tickets to giant panoramic window displays have been redesigned and shot, creating a unified, consistent offer to customers.

Two sets of beautiful, aspirational photographs were commissioned for the department, conceived and art directed by the creative team. The new look departments are in Primark stores now. The Secret's Out!

[Primark lingeries In-store Retail Comms and Windows]
[Primark lingeries In-store Retail Comms and Windows]
[Primark lingeries In-store Retail Comms and Windows]
[Primark lingeries In-store Retail Comms and Windows]
[Primark lingeries In-store Retail Comms and Windows]
[Primark lingeries In-store Retail Comms and Windows]

Primark

Brights

To mark the seasonal transition from Spring to Summer we wanted to create something bright and vibrant to reinvigorate the High Street and act as a pre-cursor or warm-up for the main Summer season. The creative execution literally bursted onto the scene with an idea that simply celebrates colour; one that you cannot fail to notice! The campaign is brought to life in windows, in-store graphics and on digital screens in stores across the UK and Europe.

[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]
[Primark Brights Campaign In-store POS, windows and digital]

Primark

Kids Easter

The Easter Campaign for Primark aimed to show off the great value children's product, perfect for any Spring time celebration! The overall campaign theme was to bring a sense of adventure into the studio which was executed by bringing the outside indoors using cut out cardboard props such as clouds, grass and spring animals. There was a surreal sense of a fantasy wonderland for the models to interact with. The use of colourful, pastel, oversized props was loved by the children on set, which is reflected by their happy energetic poses. The campaign was really well received and looked great.

[Primark Easter 1]
[Primark Easter 2]
[Primark Easter 3]
[Primark Easter 4]
[Primark Easter 5]
[Primark Easter 6]

Primark

5 Ways to Wear Campaign

We used a mix of black and white photography and oversized typography to communicate the 5-ways in which the Primark multi-way bra can be worn. Simple, bold and striking; the POS appeared as large-scale window posters as well as in-store campaign elements.

[Primark 5 ways lingerie campaign photography typography fashion shoot]
[Primark 5 ways lingerie campaign photography typography fashion shoot]

Primark

Valentines Day

We used provocative photography; close up shots and sultry lighting to evoke a romantic and vintage feel. Framed imagery created a striking window display. The campaign offers vintage inspired lingerie with bras from £7 and thongs from £2.50. Photography was created inhouse by SHOT.

[Primark Valentines Day Retail graphics]
[Primark Valentines Day retail graphics]
[Primark Valentines Day retail graphics]
[Primark Valentines Day retail graphics]
[Primark Valentines Day retail graphics]
[Primark Valentines Day retail graphics]
[Primark Valentines Day retail graphics]

Primark

Rebrand

Twelve new identities across sixteen departments over twelve months…what an amazing project! From going to store to meet customers, holding buying team workshops, pitching our concepts, crafting and bringing our ideas to life. Sampling, testing, trialing and researching, we worked as an integral part of the Primark team to fully deliver against our brief. Here are some of the brands we created…

[ Primark brand logos instore identity ticketing swing tag Cedar Wood State B&W Denim Co Love to Lounge Ocean club Young Dimension]
[ Primark brand logos instore identity ticketing swing tag Cedar Wood State B&W Denim Co Love to Lounge Ocean club Young Dimension]
[Primark brand logos instore identity marques Cedar Wood State B&W Denim Co Love to Lounge Ocean club Young Dimension]

Primark

Atmosphere Brand and Identity

It was key that the design of the logo for Primark's most prominent brand reflected the fashionability of the product range. Our inspiration came from the catwalk; the brightness of a photographer's flash the instant the models appear on the runway, the feeling of new, fresh fashion. The handcrafted ‘A’ sits on a black background with in-store signage and garment ticketing using this consistent approach. Two further Atmosphere ‘A’ identities have also been created to work across both casual and tailored garments.

[Primark Atmosphere retail branding identity and store graphics]
[Primark Atmosphere branding identity logo fashion marque]
[Primark Atmosphere branding identity logo fashion marque swing ticket tags sewn in labels]
[Primark Atmosphere retail branding identity and store graphics]
[Primark Atmosphere Logo Rebrand Retail Fashion Identity]
[Primark Atmosphere Labels Ticketing Garment Fashion ]
[Primark Atmosphere Work In Progress Ink Drawing Sketch Labels Garment]
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[Primark sales up 16%]

Primark

Cedar Wood State Brand and Identity

Dark, gritty, confident and full of attitude, the new identity for Cedar Wood State needed to have a much stronger tone of voice and impact in-store. We wanted to create a brand identity that male customers began to associate with high-fashion garments and that could also work as an icon on clothing.

Traditionally cedar wood was used to manufacture shipping crates for garments as it has insect repellent properties. This is where our moth inspiration came from. Ticketing materials have been carefully selected to add further authenticity to the attitude of the brand.

[ Primark Cedar Wood State instore graphics and identity]
[]
[Cedarwood State Primark Brand Identity Tags Labels Ticketing]
[Cedarwood State Primark Brand Identity Instore Retail Graphics]
[Cedarwood State Primark Brand Identity Tickets Poster Labels Garment]
[Cedarwood State Primark Brand Identity Retail Instore Graphics Shop]
[Cedarwood State Primark Brand Identity Labels Ticketing]
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Primark

Denim Co. Brand and Identity

The new branding for the Denim Co. range focuses on a pure, authentic denim approach. The hand painted logo is reminiscent of traditional denim signage, aged and weathered for authenticity, whilst fit photography further adds to the feeling of an authentic denim brand. A denim destination is created in-store within each department using POS and fit guides. Bold colours are used alongside the fit photography to aid navigation.The brand sits across mens, womens and kids departments so ticketing is kept consistent across all.

[Denim Co In Store Retail Graphics Shop Wood Distressed Worn Fashion Ticketing Label]
[Primark Denim Co Tags Label Ticketing Colour Fashion ]
[Primark Denim Co Tags Label Ticketing Colour Fashion ]
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Primark

No Secret Brand and Identity

The lingerie brand aimed at the younger Primark customer, the No Secret logo is girly and pretty without being fussy. The spirograph-inspired logo in hot pink sits against a plain white background and looks clean and bright. Initial ideas were explored using multi-colours within the logo; colours that could be selected to work perfectly with the multi-patterned range of products. A full range of ticketing has been designed and sampled including coloured swing tickets and bra cup size letters..

[No Secret Brand Identity Logo Pink Heart Cute Fashion Glamour]
[No Secret Photography Lifestyle Fashion Glamour Underwear Wallpaper]
[No Secret Retail Instore Shop Graphics Brand Identity Fashion Glamour]
[No Secret Brand Identity Logo Alternatives Colour]

Primark

Butler & Webb Brand and Identity

The branding for men's formal wear takes its inspiration from the tailor's chalk that is traditionally used when garments are designed and crafted.The ampersand symbol forming part of the logo has also been customised to be a needle and thread to add a further link to the tailored inspiration.

Ticketing is clean and simple, with options on a white or a dark grey board. Alternative formats of the logo have also been created to work on the wide range of garments from internal jacket pockets to button holes to back neck wovens and waistband over-riders.

[Primark Butler Webb Suit Formal Wear Formalwear Suits Shirts Shirt Tie Smart Fashion]
[Primark Butler Webb Suit Formal Wear Formalwear Suits Shirts Shirt Tie Smart Fashion]
[Primark Butler Webb Suit Formal Wear Formalwear Suits Shirts Shirt Tie Smart Fashion]
[Primark Butler Webb Suit Formal Wear Formalwear Suits Shirts Shirt Tie Smart Fashion In Store Retail]
[Primark Butler Webb Suit Formal Wear Formalwear Suits Shirts Shirt Tie Smart Fashion Ticketing Labels Tickets Tags]
[Primark Butler Webb Suit Formal Wear Formalwear Suits Shirts Shirt Tie Smart Fashion Ticketing Labels Tickets Tags]

Primark

Young Dimension Brand and Identity

The new identity for the Young Dimension brand takes its inspiration from coloured building blocks that form part of every childs toy box.

A light-coloured option has been created for the younger age range 6-24 months, whereas a more primary-coloured version was proposed for the slightly older age range of 2-7 years. Funky characters were also created for the younger age range which are used on the reverse of ticketing and on some in-store POS. Patterns and colour blocks were also used on ticketing to add vibrancy to appear to our younger customers.

[Primark Young Dimensions Brand Identity Logo Playful Colour Kids Children]
[Primark Young Dimensions Retail Store Shop Playful Colour Kids Children]
[Primark Young Dimensions Clothing Logo Label Playful Colour Kids Children]
[Primark Young Dimensions Clothing Logo Label Playful Colour Kids Children]
[Primark Young Dimensions Brand Identity Logo Playful Colour Kids Children]
[Primark Young Dimensions Brand Identity Logo Retail Interior Store Playful Colour Kids Children]
[Primark Young Dimensions Brand Identity Logo Label Playful Colour Kids Children]
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Primark

YD Brand and Identity

The older sister to the Young Dimension brand, we created the YD logo using an atmospheric background against a hot pink colour. The core application of this brand is on a black background making it feel striking and full of attitude. Other ideas around spray painting the logo directly onto various substrates has also helped to bring the brand to life. A gold version of the identity has also been created for use on ticketing for party wear.

[Primark YD Children Clothing Identity Spray Paint]
[Primark YD Children Clothing Identity Spray Paint Logo Label Tag]
[Primark YD Children Clothing Identity Spray Paint Interior Shop Signage]
[Primark YD Children Clothing Identity Spray Paint Interior Shop Signage]
[Primark YD Children Clothing Identity Spray Paint Label Tag Clothes]

Primark

Love To Lounge Brand and Identity

We wanted this brand to have a warm, cosy, relaxed Sunday morning feel. A warm grey hand-scripted logo has been created and is predominately used on a soft cream background. A heart pattern forms part of the brand comms palette and is used on ticketing and in-store graphics to soften the overall tone of voice.

[Primark Love To Lounge Brand ID Identity Logo Lounging Relax Clothing Fashion ]
[Primark Love To Lounge Brand ID Identity Logo Lounging Relax Clothing Fashion Retail Interior Store]
[Primark Love To Lounge Brand ID Identity Logo Lounging Relax Clothing Fashion ]
[Primark Love To Lounge Brand ID Identity Logo Lounging Relax Clothing Fashion Ticketing Tag]
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