A new secondary palette has been introduced to support the Primark aqua blue, which has also been refreshed. VCCP says this change was "primarily for accessibility purposes".
The rebrand includes a new type family derived from Basis Grotesque with added curvature for a playful touch, aiming to better represent the brand's personality.
Primark's marketing focus shifted towards the Primark Cares initiative post-2021, aiming for sustainability goals such as using recycled materials and ensuring a living wage for workers.
Erin Bush-O'Brien highlighted Primark Cares as an example of greenwashing, expressing concerns about companies making sustainability claims while operating under fast fashion models.
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