Anchored by major retailers Kmart, Coles and Woolworths, a total of 60 specialty stores make up the appealing retail mix.
Though well frequented, Stud Park is over 30 years old. Due to the changing retail landscape from COVID-19, the centre capitalised on the opportunity to refresh its 2016 guidelines.
Happy with established voice and tone, Stud Park requested updated slogans, imagery and design styles for in-centre executions.
Positioning Stud Park as a warm and comforting extension of the household, the “feel at home” tagline encourages shoppers to feel relaxed and safe. Secondary taglines reflect the centre’s four key pillars of fresh food, dining, family and community — inviting visitors to embrace each service line.
Branding brings a lively approach to representation of the Stud Park pillars, with a summery suite of bright colours. Moss, yolk, peach and denim reference the humble community atmosphere in a playful, positive way — anchoring aspirational imagery. The primary typeface, Rockville, is textural with a hand-lettered feel.
A spiral radial pattern is adapted from the singular leaf in the logo icon. Its construction is reminiscent of ordinary, everyday beauty, like petals blowing in the wind, or the sun shining in the sky. The pattern also serves as a graphic metaphor for appreciating the simple things in life, linking to Stud Park’s ethos and community.
Intimate close-up images of produce, young families and convenient services are serene. Minimal compositions allow the eye to focus on the subject of the image.
Brand elements work together to present a cohesive look across in-centre and digital marketing applications. Both uplifting and soothing, the refreshed guidelines evolve the established identity for a new era of shopping.
