Boat Avenue
A brand refresh for Boat Avenue, Thailand's first container-concept shopping arcade. To grow beyond its established audience, Simplisis repositioned the multi-lifestyle district toward younger demographics — reflecting the context of place while expanding its relevance and reach.
Expanding to the targeted youngsters
Boat Avenue, a multi-lifestyle district, has been open since 2012. It is Thailand’s first container-concept shopping arcade, huddling restaurants, retail boutiques, international supermarkets and personal care centres, even a night market every Friday. With such variety of leisure and activities, the Boat Avenue has built a lively neighbourhood. It is a popular place for families and locals, as well as an attraction for tourists from surrounding Bang Tao, Surin, Layan and Kamala beaches.
With the owner’s vision to turn the Boat Avenue into a space for younger groups of people, alongside several projects targeting this particular segment, Simplisis was chosen to help the Boat Avenue transform its brand identity into a joyful and ingenious one that appeals to children and families.
Reflecting the context of the place
The zoning inside the Boat Avenue divides into different zones: a retail zone, a restaurant zone, a supermarket zone and a lagoon zone where the night market situates. These zones are connected to one another by a branching street clasped with tall trees and verges. Simplisis captured this distinctive atmosphere to create a concept for the new logo. The word ‘boat’ is written by one unbroken line that is similar to the street that connects the entire complex. Each of the alphabet is curated to resemble each zone, using various colours to vibe fun, accessibility and creativity in this dynamic space for youngsters and families.
The first step to change and expectation
The Boat Avenue has presently implemented the brand identity transformation, starting with the change of its logo on street signages and online media. Certainly, to gain public awareness of the new identity takes a lot more supporting factors and components beyond the switch of a logo. Nonetheless, we believe that this is the first and meaningful step of the Boat Avenue in communicating its new jovial and inventive brand image that is responsive to the envisioned target group. This small but critical transition has also resulted in expectation from the locals who look forward to inspiring evolution of the Boat Avenue in the near future.
Rewards
