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Elevating Primark's packaging game

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The problem

Primark approached us with the task of creating twelve new brand identities, complete with product packaging, across sixteen departments. Rolled out in just twelve months, this project was no mean feat.

The solution

We began by meeting with real customers 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.

The result

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. The project was an irrefutable success, with sales increasing by 16%!