The Background:
Monterey Cinemas Takapuna has been acquired by passionate new owners Shaun & Helen. With its unique positioning & great location, the cinema caters to the local community while dishing out blockbusters. The cinema has been renamed Takapuna Beachside Cinemas and our task was to give it a new identity & personality.
The Brief:
The brief was clearly to create an upscale and enduring brand identity for the establishment with the essence of being "larger than life." Emulate the deluxe, regal, and premium living experience reminiscent of Takapuna's charm. Showcase a strong connection to the community, reflecting stability, reliability, and rich history. Incorporate local imagery to reinforce this sentiment and underscore TBC’s commitment to being an integral part of the community. Ultimately, evoking the irreplaceable joy of the cinematic experience, surpassing the convenience of streaming content at home.
The Solution:
The brand was meant to bridge the gap between the cinema itself and the wider community. The representation of the logo had to complement this very ethos. The result was a logo displaying a cinema reel that shone like a sun above the Rangitoto. This was simple, and concise and conveyed the brand personality with absolute clarity. The colour palette chosen reflects the ideas of “Class” and “Premium”, whilst also being subtly tied to themes of the beach & seaside.
The Outcome:
The outcome was a finished logo and logo stacks on different colour backgrounds and, an introduction of primary and secondary colours including the fonts. The new brand was translated into Cinema signage and is now getting extended to the website.
Creative:
