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I took part in the Brands Re-Imagined Brief 002 to re-imagine Primark as a luxury fashion brand. This was such a fun brief, Primark is so well known for its “affordable” offering that getting the chance to re-imagine the branding for a more luxurious price point offered an interesting challenge.

Primark’s real life branding is a simple text using a sans serif font in a light blue colour. The choice of a sans-serif font perfectly connotes primarks no-frills attitude and blue as their brand colour

When I set about this task I knew I wanted a serif font, whilst I believe both serif and sans-serif styles have a place in luxury marketing in this case I wanted to make the branding as much of a departure from their existing branding as I could.