Primark is at the forefront of fashion on the high street and a leading volume retailer, yet denim is an area the business could do better. With product getting better and Primark’s unique volume challenges there was a need to overhaul the Denim Co. brand in order to significantly drive their denim business.
Dry worked on all aspects of this job - from branding and packaging through to imagery and communications. Working closely with the UK’s top denim retailer to establish a strong denim brand identity and cohesion across womens, mens and kids. Communicating clearly to the customer throughout the shopping journey and making it easier to shop. Delivering new packaging and labels supported in-store by POS to help rejuvenate the Denim Co. brand.
Photographer / Viktor Vauthier