Agency -
Continuous
Brief -
From budget to benefit - A global Primark rebrand to inspire a bigger, brighter feeling
Love the feeling
This is at the core of what Primark aims to offer its customers, whether inside the store or navigating their daily routines. This concept comes to life through a fresh creative expression and a unique tone of voice. The "Love The Feeling" brand framework is designed with versatility in mind, allowing us to flex creatively across three brand applications: Core, Extended, and Extra.
Within the team, my responsibility was to consider motion principles that would portray the brand’s new found expressiveness. The new Primark doesn’t take itself too seriously, it is self aware as a low cost option, whilst attempting to stake itself as the people’s champion.
Campaigns
These new guidelines breathe fresh life into Primark’s identity and were designed for application across diverse campaigns, giving a vibrant and cohesive narrative throughout.