Robbie Williams teamed up with Primark to relaunch his premium British menswear brand, Farrell, with a brand new 30-piece collection. Inspired by his late grandfather Jack Farrell - a notable dresser and Stoke-on-Trent native - the collaboration draws upon Jack’s values and timeless style.

Dry was tasked to create a communications journey to support the launch of Farrell at Primark, with it’s rich brand story. Both the window campaign and in-store area required a unique branded feel that sets the product apart from the rest of the store.

+Photography +Brand Identity +Retail Design +Seasonal Campaign +Video +Art Direction +P.O.S.