Primark has today unveiled a refreshed brand look in conjunction with the launch of its new summer collection and campaign, Viva Summer. This new brand identity was developed in collaboration with its global branding and creative agency partner, VCCP.
The centrepiece of the rebranding is the introduction of the ‘Portal’, a conceptual window into Primark’s world. This feature will be integrated across various campaigns and the broader brand landscape, bringing Primark’s offerings to life. The rebrand includes a playful update to the iconic Primark logo, a refreshed Primark blue, and a specially designed font. Starting today, customers will see the new brand aesthetics across social media, direct communications, and in stores, with further rollouts scheduled for later this year.
Michelle McEttrick, Chief Customer Officer at Primark, commented on the brand’s evolution: “More than fifty 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. Our success and 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, expressed excitement about the partnership and rebranding efforts: “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.”
Primark’s Viva Summer collection is touted as the retailer’s most extensive summer collection to date. It features vibrant coastal-inspired styles, including luxe swimwear, lightweight sleepwear, and a range of breezy daytime to night-time looks. The collection showcases bold prints alongside earthy neutrals across womenswear, menswear, and kidswear.
Since its inception in Dublin’s Mary Street in 1969, Primark has expanded into a global fashion leader with over 440 stores in 16, soon to be 17, markets worldwide. This year marks 50 years since Primark opened its first store in Great Britain, located in Derby in 1974.
Primark continues to focus on affordability while evolving to meet consumer needs and committing to more sustainable fashion. The refreshed brand strategy is in line with the retailer’s international growth ambitions, aiming to reach 530 stores globally by the end of 2026.
VCCP was appointed as Primark’s global branding and creative agency partner in August 2023, following a competitive three-way pitch process.
