ABOUT

The Change
We partnered with Primark to develop a new youth sub-brand, The Primark SCENE, targeting 16-24 year olds. We started by deep diving into Gen Z, the brands they shop, the behaviours and values they display, and the pressures they feel. We learned that fashion is a pressure release and coping mechanism for them. So we wanted to create a brand that speaks to individual uniqueness rather than genders and that lens into trends or cultural moments that provide curated inspiration and aren’t too ‘try-hard’. Our ambition was to create an attitude-first brand for Primark, one that is cohesive whilst also appealing to the individuality of its audience.

The Opportunity
The Unordinary Idea that we defined was Play Your Way – we wanted The Primark SCENE to be a dynamic platform for experimentation and self-expression, a personalised fashion canvas where individual style takes centre stage. By blending authentic style with affordable trends, our creative solution champions the idea that when you're free to play and express yourself with no limitations, in other words to ‘Play Your Way’, you will be at your best.

The visual identity taps into ‘digital nostalgia’, featuring vintage film vibes and collage-style, layered visuals for a personal, timeless feel. The logo is a bold, modern wordmark, intentionally cropped to evoke film negatives. This is complemented by energetic, authentic photography, capturing natural moments to highlight individuality and confidence. A soft, expressive colour palette of contemporary pastels and grounded tones reflects the brand's youthful yet timeless spirit.

The Results
The Primark SCENE feels found, made, and authentic – a personalised canvas for Gen Z self-expression. It is the pressure release and coping mechanism that Gen Z seek by supporting their self-expression and boosting their confidence and self-esteem. The Primark SCENE gives young people permission to not pick a lane but to play their own way.