Primark asked us to look at developing a more coherent identity for their Home range.

Our extensive research project showed their existing branding to be inconsistent in its use of typography, colour, format and use of stock. It was also apparent that the customer was unable to differentiate product clearly on pricepoint, size or option.

Working within their budgetary constraints, the solution introduced a range of stylistic devices and formats to clarify the homeware offering in-store; whilst also looking to improve their ethical brand image by proposing a sourcing strategy that would help to rationalise waste and focus more on using recyclable and sustainable stock.