ABOUT

The Change
We worked with Primark to launch of BodySculpt compressive fabric. BodySculpt targets women who are seeking confidence and control. Our identity needed to transform a functional purchase into an aspirational and lifestyle-based choice, helping Primark to deliver its brand promise of making looking good and feeling good cost less.

The Opportunity
BodySculpt, as an elevating branded ingredient, intuitively enhances your natural shape, providing comfort and support that makes you feel good in your own skin - captured by the line ‘sculpt every move’. The logo features the distinctive bracketed body(sculpt) wordmark that visually mimics the product’s compression and support - making the fabric’s core benefit intuitively clear for customers. The visual language further highlights high compression and a sculpting fit through subtle graphic lines and curved elements. This is complemented by a raw, bold, and dynamic photographic style showing diverse women confidently engaged in activity, conveying a sense of enhanced support and strength.

The Results
By blending performance with more emotive and fashion language, and by capturing real movement, and rejecting the static, posed look of standard value activewear, our solution positions Primark as a credible player creating ‘maximum joy at minimum cost’ in the growing athleisure category.

It feels like a high-end activewear offering, not a budget alternative.