ABOUT

KAGISO MALL

BRAND POSITIONING STRAPLINE
Our strategy revolves around the following central trigger points:
➢ Peace
The word kagiso means peace in, and along with the natural lighting inside the mall, the large passages and the kids play area outside, the mall exudes a peaceful and tranquil atmosphere.
➢ Wide retail offering
Kagiso has a large, varied retail offering, providing customers with a place to get their daily essentials, keep up with the latest fashion and beauty trends, take care of their monthly banking, as well as offering other niche services like a Municipal Customer Service Centre

With the above in mind, we propose the following positioning strapline:
Kagiso Mall
Peaceful place of plenty

LOGO
The existing logo was reimagined, but still keeping the community feel. The font has been upgraded and a new icon designed to express the idea of peace and community.

LOOK & FEEL
The urban / street feel expressed by the visuals is representative of the location and community surrounding the mall, and is supported by the plane white brick border.

The larger size of the visuals used in the artwork empahises the theme of “plenty” as expressed in the strapline. The visuals are both warm and welcoming which support the thought that Kagiso Mall is a peaceful and tranquil place for the community to gather.

VISUAL TREATMENT
The geometric shapes used at the bottom of the visuals, just above the logo echoes the interior of the mall which incorporates a similar geometric pattern.

The colours used in the treatment of the headlines have been taken from the visuals, as well as in the geometric shapes – together working well to support the visual and the message expressed in the headline copy.

TONE OF COPY
The theme of “plenty”, used in the strapline, has been carried through and reinforced in the category posters with headline copy which speaks about “All the trends you love” for Fashion, “Loads of the good stuff” for Groceries and “A style for every occasion” for Hair & Beauty.