Primark – making looking good and feeling good cost less.
Over the last year, we have worked with Primark on multiple projects including three recent launches: Heat IQ, BodySculpt and The Primark SCENE. We crafted a sensory logo design for Primark’s new HeatIQ thermal clothing range, a distinctive, dynamic wordmark and touchpoints for new activewear offering BodySculpt, and created a new Gen-Z sub-brand: The Primark SCENE.
HeatIQ
The Change
Our concept for Primark’s new HeatIQ thermal clothing range, ‘releasing your inner warmth’, transforms a functional purchase into an sensory, aspirational lifestyle choice.
The Opportunity
HeatIQ, as a smart ingredient, intuitively adjusts to your body’s natural heat, creating a personalised ‘second skin’. By blending aspirational style with intelligent technology, our solution champions the idea that when you’re comfortably warm, you’re at your best.
The Unordinary Idea
We moved beyond the cold language of “thermal ratings” to visualise the feeling of warmth. The craft is in the sensory design – the warm, glowing circle isn’t just a logo but a visual representation of the ‘heat’ and ‘smart’ responsive aspects of the technology working. The secondary warmth level indicator icons are designed to help the customer choose their own personal level of comfort. A visually striking and dynamic photographic style doesn’t just show the clothes, but captures models in the golden-hour glow of well-being, activity and confidence. We made the invisible benefit (heat) visible and beautiful.
BodySculpt
The Change
Our concept for Primark’s new BodySculpt compressive fabric, ‘sculpt every move’, transforms a functional purchase into an aspirational lifestyle choice for women seeking confidence and control.
The Opportunity
BodySculpt, as an elevating branded ingredient, intuitively enhances your natural shape, providing comfort and support that makes you feel good in your own skin. By blending performance with more emotive and fashion language, and rejecting the static, posed look of standard value activewear, our solution positions Primark as a credible player creating ‘maximum joy at minimum cost’ in the growing athleisure category.
The Unordinary Idea
Our design for the logo features the distinctive bracketed body(sculpt) wordmark, accompanied by supporting messaging, that visually mimics the product’s compression and support – making the fabric’s core benefit intuitively clear for customers. Our craft here is kinetic – the visual language further highlights high compression and a sculpting fit through subtle graphic lines and curved elements. This is complemented by a raw, bold, and dynamic photographic style showing diverse women confidently engaged in active lifestyles, conveying a sense of support and strength, and capturing real movement not just poses. It feels like a high-end activewear offering, not a budget alternative.
SCENE
The Change
‘Play your way’ is the key concept for Primark’s new youth sub-brand called SCENE, transforming everyday fashion into an aspirational lifestyle choice for Gen Z.
The Opportunity
From the name to the visual treatment, our solution aims to create a dynamic space offering a platform for experimentation and self-expression, creating a personalised fashion canvas where individual style takes centre stage. By blending authentic style with affordable trends, our creative solution champions the idea that when you’re free to play and express yourself, you’re at your best.
The Unordinary Idea
Avoiding the “fellow kids” trap of corporate youth branding, our craft here is curatorial. Our design for the logo is a bold, modern wordmark, intentionally cropped to evoke film negatives. The visual identity taps into ‘digital nostalgia’, featuring vintage film vibes and collage-style, layered visuals for a personal, timeless feel. This is complemented by energetic, authentic photography, capturing natural moments to highlight individuality and confidence. A soft, expressive colour palette of contemporary pastels and grounded tones reflects the brand’s youthful yet timeless spirit. It feels found, made, and authentic – a personalised canvas for Gen Z self-expression, rather than a corporate mandate.
