Landini Associates has created a brand identity and brand architecture for a retail park located in Edinburgh.
The Scottish outlet, formerly known as Craigleith Retail Park, will be rebranded as The Quarry, with a revised visual identity referring to its location. The park is of historic importance because it is built on a former quarry, which provided the original stone for Edinburgh Castle.
Landini Associates has also created a full application system for the brand. The visual identity will roll out across signage, marketing material, uniforms, livery and banner graphics. The work is expected to launch in April.
Craigleith Retail Park is owned by Henderson Global Investors and is being reconfigured with a new line-up of tenants. The aim of the brand redesign project is to reinvigorate the retail park and position it as more of a destination for lifestyle shopping, with a broader mix of retailers. Traditionally, the park focused on white goods.
‘The driver for this project is the lack of quality retail space on the high street and the trend for softer, more lifestyle-led retail parks. The identity is about re-engaging with our target market. It is essentially a new beginning for the park,’ says Stephen Cribbett, managing partner at Landini Associates.
The work was carried out from Landini’s studio in Australia. The consultancy opened its first UK-based studio in London two years ago (DW 28 October 2004).