From small-town mall to heart of the community

Rebranding Kvarteret Giraffen

Giraffen is a well-known and popular shopping mall in Kalmar. Along with renovation efforts, the brand needed a complete make-over, including repositioning and visual rebranding. We developed a new brand platform and concept, Kvarteret Giraffen, branding the mall as a cozy neighbourhood. As the major benefit of physical retail is meeting and interacting with people, this was the foundation for our concept. Based on the concept, we developed a new visual identity reflecting the position and the brand’s values. We delivered comprehensive brand guidelines covering colours, fonts, patterns, photography and tonality.

I was responsible for the overall visual design of the brand, defining colours, patterns, fonts and layouts.