November 27, 2019 / design
Case Study: Wenty Leagues Branding
Creating a synergy between branding elements of the dining and entertainment options at Wenty Leagues Club establishes a strong unifying identity while precinct distinctions give each venue their own unique character.
As the main food destination, ‘The Plaza’ has a complementary brand arrangement with a ‘word wall’ approach. Each venue is included in a master assembly that is then deconstructed into individual logos for Pizza Mama, Red Panda Noodles, Crave Desserts, The Plaza Bar and the Chefs Grill.
A similar ideation was adopted for the premium venues with ‘Char’ restaurant and ‘Envy’ cocktail bar. Playing on the lettering a common underline subtly links the two brands and turns the Envy ‘y’ into a sophisticated cocktail glass. The Char logo is made more textural with a branding iron impression, that compliments the steak and seafood menu.
Brand inspiration for the alfresco dining area, Pavilion takes it cue from linear shadows cast over the space by sunlight passing through the louvre roof system. It also references portions of the Plaza’s square ‘word wall’ to create a dialogue between the adjacent precincts for co-marketing purposes.
Most light-hearted of the spaces at Wenty, the children’s playground Clubbyhouse is a simple play on words, combining the grown-up ‘clubhouse’ with the whimsy of a child’s ‘cubbyhouse’. It features a bright colour palette to reflect the multi-coloured drawing style of children with soft, playful typography that echoes the vitality and energy of youth.
Buchan’s Bx team created the ‘Wenty’ Leagues Club’s full food and beverage brand strategy – including vision, design and implementation for all dining and entertainment precincts including; The Plaza, the Pavilion, Char, Envy and the kids Clubbyhouse. The Club’s steering committee was a close collaborative partner throughout the process and in particular with venue naming. Buchan also provided architecture and interior design services for this popular community hub.