Twelve new identities. Across sixteen departments. Rolled out in just twelve months. Our packaging project for Primark was no mean feat.
We started by meeting with real customers in store, as well as the brand’s buying teams, to understand the problems our packaging concepts needed to solve. Then, after our research phase, it was onto sampling, testing and trialling – working as an integral part of the Primark team to make sure every box was ticked.
Featuring a new heritage branding and fit photography, our concept for Primark’s Denim Co. range introduces a convincing authenticity – with the hand-painted, artificially-aged logo reminiscent of traditional denim signage. We also worked to ensure consistency in ticketing design across men’s, women’s and kids’ departments in-store.