Primark has revealed “a refreshed look and feel” as it launches its summer collection and campaign, Viva Summer. It worked with its new global branding and creative agency partner VCCP on the project.
The changes see the introduction of the ‘Portal’. This is described as “a window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life”.
New brand identities and platforms are proving popular at the moment and earlier this month e-tail giant Very unveiled what it said was a new “long-term fashion platform” called ‘Haus of Flamingo’. It too came with the launch of a summer campaign that “invites everyone to embrace their inner flamingo and elevate their summer style”.
Back with Primark, its new brand world includes “a playful update to the iconic Primark logo, features a refreshed Primark blue, and a specially designed font”.
From today, customers will begin seeing the new brand across social, in direct communications and in-store — with further rollouts planned for later this year.
As for the new Viva Summer offer, it’s Primark’s biggest-ever summer collection, “offering seasonal styles that exude a vibrant coastal feel”. It features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.
The refreshed brand strategy reflects the retailer’s international growth plans as it looks to reach 530 stores globally by the end of 2026. VCCP was appointed its global branding and creative agency partner in August 2023, following a competitive pitch process.
Gary Holt, Executive Creative Director at VCCP, said: “Primark [is] an innovative brand with big ambitions for growth; it’s been amazing to work on the evolution of their brand world and we’re excited to take the next step with them on their journey. The Primark Portal is a key element of this new world, which people will begin to see this summer across all channels alongside the refreshed logo and colour palette.”
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