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Today, Primark unveiled a refreshed brand identity alongside the launch of its new summer collection and campaign, VIVA Summer. This new brand world was created in collaboration with its global branding and creative agency partner, VCCP.
Next, the changes include the introduction of the ‘Portal,’ a window into Primark’s world. This feature will be used across campaigns and the broader brand universe, bringing everything Primark offers to life.
In addition, the updated brand world features a playful redesign of the iconic Primark logo, a refreshed Primark blue, and a custom-designed font. Starting today, customers will notice the new branding across social media, direct communications, and in stores, with additional rollouts planned for later this year.
The Chief Customer Officer at Primark, Michelle McEttrick, said in a statement, “More than fifty years after opening our first store on Mary Street in Dublin, we now have hundreds of locations across Europe and the US. This month, we are preparing to enter our 17th market with a new store in Budapest, Hungary. Our success and ambitious growth plans are driven by our commitment to offering exceptional products at unbeatable prices.
As we continue to expand and establish ourselves as a truly global brand, we aim to ensure that wherever you find us, you’ll always experience the unique Primark quality and value you know and love,” she added.
Meanwhile, Gary Holt, Executive Creative Director at VCCP, added, “Primark holds a special place in our hearts and on our high streets. As an innovative brand with ambitious growth plans, it’s been incredible to work on the evolution of its brand world. We’re excited to take the next step with them on their journey. The Primark Portal is a key feature of this new world, which people will begin to see this summer across all channels, along with the refreshed logo and colour palette.”
Apart from that, Viva Summer is Primark’s most extensive summer collection, offering seasonal styles with a vibrant coastal vibe. The collection includes everything from luxurious swimwear and lightweight sleepwear to breezy daytime outfits and glamorous night-time looks. Featuring bold prints and earthy neutrals, the Viva Summer range spans womenswear, menswear, and kidswear.
Since its inception with the opening of its first store on Dublin’s Mary Street in 1969, Primark has emerged as a global fashion leader, boasting over 440 stores spread across 16 markets worldwide, soon to be 17. This year marks a significant milestone for Primark in Great Britain, commemorating 50 years on the British High Street, following its first store in Derby in 1974.
While Primark remains synonymous with affordability, the company continuously evolves and adapts to meet shifting consumer demands. It remains steadfast in its commitment to making sustainable fashion accessible to all. The refreshed brand strategy underscores Primark’s aspirations for international expansion, aiming to achieve 530 stores globally by the end of 2026.
For more information or to browse Primark’s latest collections, visit their website.
