Primark Cares is the next and exciting evolution of the Primark brand who are committed to driving real change across their entire business model. This is not just a one-off campaign, it’s a permanent ethos to the brand, aiming to last decades. Hence, the design called for a timeless approach with a meticulously crafted logo of a hand-drawn heart graphic.

The graphic device not only resonates with a sense of warmth and authenticity along with the colour palette but also encapsulates the brand's commitment to the future. The device is used as a window of opportunity as it frames the focal point without losing the integrity of the photograph.