To promote upcoming events at The Piazza, the unique courtyard of Jing An Kerry Centre (JAKC) and one of the most iconic Shanghai downtown destination, a logo and a monthly calendar were needed.
With the objectives of raising brand awareness about this open public space used for community gatherings, centrally located and surrounded by shops, a separate brand was created. Its branding was thought to reflect its high-end, festive, cosmopolitan location and fit with key partners' branding.
Inspired by the crossroads that surround The Piazza and form the Jing An Kerry Centre, the playful use of negative space produce a memorable impression. Suggesting crossroads of curated experiences where people with different backgrounds meet, brought together within the square. The Piazza embodies a vibrant creative space whose branding can easily evolve overtime, reinforcing JAKC brand differentiation in Shanghai’s competitive retail landscape.