ABOUT

KNYSNA MALL

BRAND POSITIONING STRAPLINE
Our strategy revolves around the following central trigger points:
➢ A gem of a town
Known as the pearl of the scenic Garden Route, Knysna is situated between George and Plettenberg Bay. It is a very unique town with its own atmosphere with tourists flocking to attractions like the Knysna Heads, the Knysna Forest and exceptional craft by locals, to name a few.
➢ A precious creature
The Knysna Seahorse (as seen in Knysna Mall’s logo) is an integral part of this town’s identity. This endearing little animal is on the endangered list worldwide. The reason for this is primarily due to their intricate breeding patterns, and special breeding grounds. The Knysna Lagoon is one such special breeding ground in Africa.
➢ Welcomed calm in the chaos
Knysna Mall is set in the middle of the bustling CBD. With its open-air sections combined with a relaxed vibe, the mall is a breath of fresh air amidst the hustle and bustle of the town.

With the above in mind, we propose the following positioning strapline:

Knysna Mall
A RARE FIND
(This eludes to both the sea horse and the unique offerings at the mall itself)

LOGO
The existing logo has been retained, but has been given a fresh look. The font has been updated to give a more modern, relaxed, holiday feel – to emphasise Knysna’s holiday destination feel.

The existing sea horse icon has been retained, but has been refreshed with a colour gradient featuring the blue of the ocean and the green which is synonymous with Knysna and the surrounding Garden Route area.

LOOK & FEEL
The vibrant visuals and bold colours, combined with the headline copy, do well to communicate both the idea that Knysna Mall, and Knysna itself, is a place where you can find products you are not likely to find anywhere else.

The artwork has a sophisticated, upmarket, but yet approachable feel which supports the strapline “A RARE FIND”.

VISUAL TREATMENT
The colour gradient idea used in the sea horse icon in the logo has been carried through to the visuals on the artwork – combining images which express the retail category along with images which express the beauty of Knysna and the surrounding area.

The logo is housed at the bottom of the artwork inside a holding shape which mimics the flow and movement of the ocean and its waves.

TONE OF COPY
The tone of voice is simple yet distinguished, linking to the word “rare” in the strapline. A few examples include, “A unique fusion” for the Groceries category, “An authentic style” for Fashion and “A discerning taste” for Restaurants.