In collaboration with Brinkworth, we were commissioned by Primark to define the brand and sub-brand of the new in-store restaurant, cafés and market concepts, opening first in Birmingham's flagship store.

Primarket is a café and a pop-up shop; The Mezz is a street food restaurant.

We developed the brand strategy for the new concepts, including naming, logos, graphic systems, icons, illustrations and packaging guidelines to be used across the board in stores.

The concepts are being rolled out worldwide.