Primark Lingerie Rebrand

Appointed to spearhead the comprehensive rebranding, resegmentation, and repackaging of Primark's lingerie line, Secret Possessions, our mission was clear: to enhance the shopping experience for customers and streamline the ever-growing department. With a focus on improving accessibility and ease of navigation, we devised a multifaceted strategy.

In addition to unveiling a fresh identity and brand assets, we strategically organized products into color-coded key shapes, facilitating clearer categorization and easier browsing for shoppers. This meticulous approach extended to the introduction of new packaging and labeling, ensuring consistency and cohesion across the revamped lingerie range.

The culmination of our efforts was the exclusive launch of the new identity and packaging at the inaugural US store in Boston, marking a significant milestone in Primark's global expansion. Subsequently, the rebranding initiative has been swiftly rolled out across all global stores, signaling a new era of accessibility and clarity for customers worldwide.