The Prim. goal: become the go-to fashion accessory store for all.

We set about to give Prim. a much-needed face-lift. We created a modern logo for Prim., complementary packaging and collateral design, not to mention a sleek, new retail space. The improved Prim. experience is further augmented by additional services offered, such as personal shoppers, curbside delivery, and “Prim. Pay,” a technology that allows for immediate point of sale checkout.

Now everyone wants to “Be Prim.”

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prim bag front

prim bag back