The Challenge
In preparation for the first regional ALDI store in WA, The Australind Shopping Centre implemented a multi million dollar comprehensive makeover. Through research into the local market and interviews with local businesses, sporting and community groups, thebox identified a significant growth in the precinct driven by young families and professionals. It is likely that this has occurred because of the friendly, community feel and Village like atmosphere which prevails. It was therefore important to appeal to the local residents, as well as lifting the profile of the shopping centre with a new, friendly, professional brand which would provide potency longevity.
The Idea
Having worked with the Vukelic family on the Busselton Boulevard Shopping Centre rebrand and advertising campaign, thebox understood there was a minimum limitation on the application of creativity by the owners. That said, we also knew that the brand positioning of the Centre needed to be correct, a brand which would represent the feel of the surrounding precinct and attract a special target audience. From its original strategy we had recommended a change of the name. And with the owners full agreement ‘The Australind Shopping Centre’ became ‘The Village Australind’.
The Solution
Designers at thebox began the idea generation process, sketching the letters ‘V’ and ‘A’ (from “Village” and “Australind”) at different angles, where the icon’s shape was born. The colours would represent the diversity of the community. They would be inviting and distinctive, and the letters in the typeface would be rounded to create a fun and approachable feel. It was no accident the ‘V’ and ‘A’ shaped pointed towards the centre to represent a gathering place for the local community and visitors from other areas.
The Last Word
ALDI opened its doors on June 22nd, 2016 and the newly renovated and branded ‘The Village Australind’ officially launched on July 2nd, 2016. As the Australind community continues to grow and visitors from all areas come to see WA’s first regional ALDI store, we know the community will continue to embrace the local businesses and hub that is ‘The Village’.
The Award
thebox were awarded a GOLD Summit Creative 2016 International Award for the Village Australind rebrand. The Summit Creative Awards recognise organisations internationally who excel in marketing initiatives.
What We’ve Done
- Name Creation
- Brand Development
- Corporate Style
- Design
- Printing
- Merchandise
- Collateral
- Signage Solutions
- Photography
- Video Production
- Animation
- Television
- Radio
- Press
- Media Planning & Buying
- Copywriting
- Project Management
- Event Planning