Waasland

A collaborative branding project for Waasland Shopping Centre, Belgium. Waasland Shopping Centre is based in Sint-Niklaas. Since 2004 it has been its largest single-story shopping centre. The centre was rebranded to appeal more to its target audience, female shoppers aged 25-50 years old, under the new brand campaign, ‘Discover and Smile’. The logo flower is based on plants found in the area and the bespoke type was designed with softened edges as well as ‘smiles’ being introduced to the letter ‘A’. Complete brand guidelines were developed, including colour palette, brand patterns, stationery, advertising, online use and promotional items. Work completed at Air Design.