Singapore – VivoCity, a lifestyle destination in Singapore, has revealed its refreshed brand look that embodies its contemporary energy. The brand refresh was made in collaboration with the branding agency Anak.
The new brand look aims to reflect how VivoCity is more than just a mall, but a retail and lifestyle destination that adapts to dynamic consumer needs and preferences.
Featuring vibrant colours and imagery, the new visuals highlight people in various experiences, reflecting authenticity. Meanwhile, its typography uses both serif and sans-serif fonts, leveraging the contrasting elements to eliminate monotony.
VivoCity’s new brand look has been incorporated across its existing programmes, including the VivoRewards loyalty programme and the VivoCity Kids Club.
The VivoRewards Loyalty Programme has been upgraded to enhance its value on a refreshed app. The platform provides a better interface along with new features such as instant points crediting, instant payment offset, and e-vouchers. The loyalty programme also has a new membership tier for additional perks.
Additionally, the VivoCity Kids Club, a membership programme for children aged 3 to 12, also has a new logo.
“Our brand reflects VivoCity’s evolution from a traditional shopping mall into a vibrant destination where memories are created, moments are celebrated and diverse communities come together. As we look to the future, we envision VivoCity not just as a mall, but a world for all, where inclusive, immersive and exciting experiences await every visitor,” Gwen Au, vice president for marketing communications at MPACT Property Management Pte. Ltd, said.
“Our objective was to create visually compelling communications that not only capture attention but resonate deeply with our audience across all demographics and in their many roles and persona. While we take pride in VivoCity’s rich history, we are constantly evolving, offering shoppers a blend of familiar comforts and exciting new experiences. This evolution is reflected in our new brand visuals which are vibrant, stylish, and personable, capturing moments of joy and excitement that connect meaningfully with our audience,” Au added.
Lee Hanyi, creative partner at Anak, commented, “We realise that Singaporeans expect more from malls than just shopping and as Singapore’s largest mall, VivoCity promises just that. It’s not just a place to buy things, but a gateway to experiences big and small. With a breathtaking waterfront, its massive play area and more dining options than you can count, each visit to VivoCity is like stepping into a world of endless possibilities. Whatever your mood or taste, there’s always something surprising or delicious waiting by the water.”
“To showcase VivoCity as an immersive world of experiences with something for everyone, we created the brand platform: ‘A World For All’ which is anchored by a new graphic device – the Vivo wave. Inspired by the mall’s iconic waterfront location, the Vivo wave is made of vibrant threads coming together in a dynamic arc. Its many threads and folds reflect the many dimensions, experiences, sights and flavours that come together, only at VivoCity,” Hanyi said.
