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Primark reveals new brand look and feel as it launches summer collection

Primark has revealed a refreshed look and feel for the brand, as it launches its new summer collection and campaign, VIVA Summer.

The retailer’s new brand world was developed with its global branding and creative agency partner, VCCP.

The changes see the introduction of the ‘Portal’ – a window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life.

As part of the changes, the new brand world includes a playful update to the Primark logo, with a refreshed Primark blue and a specially designed font. From last week, customers began seeing the new brand across social, in direct communications and in-store – with further rollouts planned for later this year.

“More than 50 years since we opened our first store in Mary Street, Dublin, we now have hundreds of stores across Europe and the US and we’re getting ready to enter our 17th market with a new store in Budapest, Hungary, later this month,” commented Michelle McEttrick, chief customer officer at Primark. “Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices. As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you’ll always get the same great unique Primark experience that you know and love.”

Gary Holt, executive creative director at VCCP, added: “Primark occupies a special place in our hearts and our high streets. It’s also 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.”

Viva Summer is Primark’s biggest ever summer collection, offering seasonal styles that ‘exude a vibrant coastal feel’. From luxe swimwear to lightweight sleepwear, and breezy daytime looks to night-time glam, the retailer’s Viva Summer range features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.

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