Viviana Mall
Brand Identity
One of India’s largest malls was wandering in brand limbo for a while. We helped to shepherd it through a brand proposition and an identity kernel. Then layer by bespoke layer, we built a graphic language around it.
The Proposition
The mall is a destination for most people. A place to be with friends. To entertain and be entertained. It is a destination for celebrations. But here is a mall that makes every day a celebration. So why not Celebrate Every Day.
The Logo
Look around and you will recognise a celebration when you see it. Our minds are primed to associate ribbons, buntings and banners as celebratory symbolism. So there we have it. The idea that will take us to a logo.
The Typography
With a powerful logo type prepared, it is just a small stage in the mind to extend it to the complete typography. To create environmental graphics for the entire mall, we created a typeface led by the logotype.
Festive Graphics
Why stop at a typeface. We then deconstructed the idea for the logo and created a set of graphics that could very well be used in every festive promotion or announcement in the mall. A powerful synergy of graphics created a lasting brand identity and connection with the shopper.
Launch Campaign
Brand Campaign 2.0
This campaign celebrates the individuality of Vivana’s customers. Knowing that every customer has different choices, likes, dislikes and preferences; the mall with its plethora of experiences promises every visitor a unique celebration.
The visual treatment celebrates the individual and the individual's choice. Hence the larger than life imagery of the individual and his/her reason to celebrate. For some it’s that shade of nailpolish they have been searching in the country for, for others it’s a simple joy of popcorn and movie and escape into fantasy for 3 hours at one of the best theater complexes that’s Cinepolis - 14 screen multiplex. This has been brought alive with interplay of the characters and objectifying the source of celebration.
