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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.

Primark tights packaging design
Primark Atmosphere branding and label design

Sales increased
by 16%

Cedar Wood State clothing tag
Primark Demin Co jeans clothing tags
Collection of clothing tags
Primark Workout by Atmosphere clothing tags
Bra hanger packaging design
Bra hanger packaging design
Primark packaging best practice document