We love Halmstad

VIS设计/贸易、零售、商业中心

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发布于2019-11-21

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Petar

辽宁省  |  朝阳市 品牌设计师

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We love Halmstad

A new shopping destination in Halmstad. The work included market analysis, brand strategy, brand platform, naming, visual identity, signage, communication concept and launch campaign.


Our client Eurocommercial Properties had acquired a classic (but worn) Eurostop shopping mall just outside the city center of Halmstad. The plans were grand, not only regarding expansion of square meters and content. Eurocommercial also wanted this shopping mall to become something extra that should be beneficial not only for Halmstad but also attract visitors from other parts of the region and elsewhere. BVD was asked to help positioning the destination. 

We started off learning all there was to know about the area, the city and the history. We found a lot of inspiration from the geographical location and how the shopping mall could be a relevant part of Halmstad. We also learned that this had always been a natural stop for people being out on the roads, moving from one place to another. 

The brand strategy gives clear direction on how to activate the desired brand experience. It includes two parts. One is the foundation where we celebrate consistent performance and the welcoming feeling. The other part is where we activate temporary events, news and something unexpected. 

First outcome of the strategy was a new name. Hallarna has a heritage from the region and associations to a food hall (being a marketplace) as well as a hallway where people welcome their guests.

The logotype is also a consequence of the strategy where the wordmark stands solid and straight forward with a subtle wink to the hotel tower at site in the two L letters. The emotional part of the brand is captured in the quirky, playful, guiding line that can be used for many purposes and in many variations. The identity as a whole including colors, messaging, typography and other elements are together strengthening the image we want to communicate.


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Petar

辽宁省  |  朝阳市 品牌设计师

尊从初心设计/追求品质生活

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Petar

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