Braga Parque underwent a rebranding to modernise its identity. The new concept, "Feito de Futuro" ("Made of Future"), and the dynamic visual identity created were aligned with Braga's youthful vitality and positioned the shopping centre as a symbol of innovation.
Braga Parque
Client.
Mundicenter
Refreshing businesses.
Branding.
Brand Activation.
Communication Strategy.
Retail.
A shopping centre rebranding with the power of place branding.
Challenge.
In 2011, at Mundicenter's request, Braga Parque's management recognised the need for a rebranding to reflect the extensive series of expansion works that had been undertaken. With Braga preparing to welcome new shopping centre chains, it was crucial for Braga Parque to reassert itself as the city's leading shopping destination.
Given that the existing brand had become outdated, Mundicenter sought a rebranding to modernise its identity and position it as the top reference point in Braga's increasingly competitive retail landscape.
Concept Development & Positioning.
Braga was preparing to become the European Youth Capital, with 85,000 young residents and 17,000 University of Minho students out of a total population of 180,000. Upon analysing Braga's context, we defined the core concept for the rebranding as "Feito de Futuro" ("Made of Future"). This concept was designed to capture and embody the city's spirit, aligning Braga Parque's new identity with Braga's forward-looking, energetic character and youthful vitality. This way, we positioned the shopping centre as a symbol of innovation and modernity, fully resonating with the community's evolving aspirations
This way, we positioned the shopping centre as a symbol of innovation and modernity.
Visual Identity.
With the letter "B" serving as the centrepiece, Braga Parque's visual identity was designed to be mutable and dynamic. It utilised a palette of various colours and multiple identity locks that conveyed a sense of constant evolution. This allowed the identity to reflect not only the ever-changing nature of the shopping experience but also positioned Braga Parque as the perfect embodiment of what the city was at the time.
Launch.
For the launch, we created "Janelas de Futuro", an activation where Portuguese artists - such as Tiago Bettencourt, Vhils (Alexandre Farto), Storytailors and Filipe Pinto Soares - were invited to interpret the brand's concept through innovative window displays. These displays travelled across Braga, Barcelos, and Vila Nova de Famalicão, extending the brand's influence beyond the shopping centre itself. With this activation, we managed not only to create an urban exposition but also plenty of interaction with the public through parallel activities focused on sharing experiences in the surrounding areas of the shop windows: the B Lounge Music - where we had a DJ play for the centre's visitors - and different challenges called B TV, Freeze B or Stop B - three activities that would then be shared online - on social media and the brand's website - to be voted on by the public
On-going.
Throughout our partnership with Braga Parque, we have developed several campaigns to reinforce the brand's energy among visitors and the city.
From 8 million to 11.5 million visitors, in 3 years.