Blink and you'll miss it

At the heart of this transformation is the introduction of the “Portal,” a visual element designed to encapsulate the essence of Primark’s offerings. This window into the brand’s world will be prominently featured in campaigns and across various brand touchpoints.

The new brand world also includes subtle changes to Primark’s iconic logo, introducing a refreshed shade of “Primark blue” and a bespoke font. The rollout of this new visual identity will begin immediately across social media, direct communications, and in-store displays, with further implementation planned throughout the year.

Michelle McEttrick, Primark’s Chief Customer Officer, emphasized the company’s commitment to providing exceptional value and maintaining a consistent brand experience as it continues its ambitious growth plans.

“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 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, expressed enthusiasm for Primark’s evolution and the collaborative effort behind the rebranding.

“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.”

This strategic brand refresh comes as Primark celebrates 50 years on the British high street, having opened its first UK store in Derby in 1974. While affordability remains core to its identity, Primark claims to be actively adapting to meet evolving consumer needs and championing sustainable fashion at accessible prices.

The brand’s revitalized strategy aligns with its ambitious international growth plans, aiming to expand to 530 stores globally by the end of 2026. VCCP, appointed as Primark’s global branding and creative agency partner in August 2023, is set to play a key role in shaping the brand’s future trajectory.