A cultural landmark and celebrated 'House of Fun' in Melbourne Australia since 1912, Luna Park wanted to reinvigorate their brand and remind people how liberating it is to have fun, to giggle and to smile.
The new identity represents the renowned and iconic building facade with its instantly recognisable 'larger than life' mouth entrance, while capturing their 'Just for Fun' tagline, spirit and attitude. SML designed the identity to be a series, conveying the multiple personalities of its audience, holidays and events throughout the year, so that the brand remains fresh, relevant and adaptable to any celebration or cause.
Launching at the beginning of the year, Luna Park has already seen a resurgence in attendance and are thrilled that the brand can capture so much personality and fun whilst staying true to the image of their iconic facade. The brand is developing further with a full suite of ride icons, merchandising, signage and print items to be released throughout the year.