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
Primark were launching a new Heat IQ thermal clothing range. Our challenge was to create an identity for the range that took it beyond being a functional purchase to being an aspirational lifestyle choice.
The Opportunity
We identified ‘releasing your inner warmth’ as the Unordinary Idea to guide the identity. Heat IQ is a smart ingredient and intuitively adjusts to your body’s natural heat, creating a personalised ‘second skin’. We moved beyond the cold, familiar language of “thermal ratings” to visualise the feeling of warmth – 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. The photography style displays the clothes as well as capturing the sense of the ‘golden hour’ glow of wellbeing and confidence.
The Results
By blending comfort and style with intelligent technology, our solution champions the idea that when you’re comfortably warm, you’re at your best. Our solution has made the invisible benefit (heat) visible and beautiful – this is not just a functional purchase but an aspirational one too.
BodySculpt
The Change
We worked with Primark to launch of BodySculpt compressive fabric. BodySculpt targets women who are seeking confidence and control. Our identity needed to transform a functional purchase into an aspirational and lifestyle-based choice, helping Primark to deliver its brand promise of making looking good and feeling good cost less.
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 – captured by the line ‘sculpt every move’. The logo features the distinctive bracketed body(sculpt) wordmark that visually mimics the product’s compression and support – making the fabric’s core benefit intuitively clear for customers. 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 activity, conveying a sense of enhanced support and strength.
The Results
By blending performance with more emotive and fashion language, and by capturing real movement, 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.
It feels like a high-end activewear offering, not a budget alternative.
SCENE
The Change
We partnered with Primark to develop a new youth sub-brand, The Primark SCENE, targeting 16-24 year olds. We started by deep diving into Gen Z, the brands they shop, the behaviours and values they display, and the pressures they feel. We learned that fashion is a pressure release and coping mechanism for them. So we wanted to create a brand that speaks to individual uniqueness rather than genders and that lens into trends or cultural moments that provide curated inspiration and aren’t too ‘try-hard’. Our ambition was to create an attitude-first brand for Primark, one that is cohesive whilst also appealing to the individuality of its audience.
The Opportunity
The Unordinary Idea that we defined was Play Your Way – we wanted The Primark SCENE to be a dynamic platform for experimentation and self-expression, 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 with no limitations, in other words to ‘Play Your Way’, you will be at your best.
The visual identity taps into ‘digital nostalgia’, featuring vintage film vibes and collage-style, layered visuals for a personal, timeless feel. The logo is a bold, modern wordmark, intentionally cropped to evoke film negatives. 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.
The Results
The Primark SCENE feels found, made, and authentic – a personalised canvas for Gen Z self-expression. It is the pressure release and coping mechanism that Gen Z seek by supporting their self-expression and boosting their confidence and self-esteem. The Primark SCENE gives young people permission to not pick a lane but to play their own way.
