Created in part as a response to a personalising each store location, I devised and produced a bespoke, hand-rendered font in two widths.
Fast and friendly tone of voice
With over 350 stores internationally, Primark serves a global audience of shoppers looking for the fast fashion at a low price.
Out with a friendThe handwriting allowed messaging to break out of the brand sans serif and welcome the customer into their Primark. It’s the voice of a friend telling you that you look great in that top. And just £6? It’s a bargain!
The typeface covers almost every touchpoint, from hoardings to ticketing, and digital screens to social media assets.
From pencil to printI experimented with four different pencils, writing out each letter of the alphabet multiple times over. Then I scanned the sheets in, isolated and cleaned up my preference of each character and converted them to vector outlines.
I then used these to create the font, set the kerning pairs and export as a shareable, working Open Type file with a full set of numerals, punctuation and accented characters.
This project was completed at Dalziel and Pow Ltd..© Dalziel and Pow Ltd.