Have you seen VivoCity's refreshing new look?

VivoCity, Singapore’s iconic lifestyle destination has unveiled a revitalised brand look that infuses modern energy and a contemporary appeal to its communications approach.

The refreshed brand look features a modernised visual language with a vibrant colour palette and imagery that captures people in authentic, in-the-moment experiences.

The mall’s signature sign-off remains at the lower right corner of all visuals, now complemented by a dynamic and recognisable wave element.

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Typography in the refreshed branding combines serif and sans-serif fonts, creating a visually engaging contrast that breaks any monotony, ensuring layouts remain interesting to and appealing to diverse audiences.

“Our objective was to create visually compelling communications that not only capture attention but resonate deeply with our audience across all demographics and in their many roles and persona,” said Gwen Au, vice president for marketing communications, MPACT Property Management.

“While we take pride in VivoCity’s rich history, we are constantly evolving, offering shoppers a blend of familiar comforts and exciting new experiences. This evolution is reflected in our new brand visuals which are vibrant, stylish,
and personable, capturing moments of joy and excitement that connect meaningfully with our audience,” added Au. 

To ensure consistency across all touchpoints, VivoCity’s new brand look has been integrated into its existing programmes including the VivoRewards loyalty programme and the VivoCity Kids Club.

The VivoRewards Loyalty Programme, which operates via an app-based platform, has re-launched with upgraded features and enhanced value for its members. The refreshed app now offers users an improved interface for managing memberships, tracking loyalty points, browsing the store directory and accessing exclusive promotions.

New features have also been introduced to elevate the shopping experience, making it more enjoyable and rewarding for members. These include instant point crediting, instant payment offsets, eVouchers and a gold membership tier. 

VivoCity Kids Club, a complimentary membership programme for children aged 3 to 12, has also undergone a logo refresh. Members will continue to enjoy exclusive deals all-year, invites to Kids Club events, and birthday perks at participating stores.

As part of VivoCity’s broader brand refresh, the Kids Club contributes to creating a fun and engaging environment for children to explore and learn at the sprawling mall, strengthening its appeal as a destination that creates lasting memories for all ages, it said. 

“Our brand reflects VivoCity’s evolution from a traditional shopping mall into a vibrant destination where memories are created, moments are celebrated and diverse communities come together,” said Au “As we look to the future, we envision VivoCity not just as a mall, but a world for all, where inclusive, immersive and exciting experiences await every visitor.”

The brand refresh exercise was carried out in collaboration with Anak, VivoCity’s appointed branding agency. Selected for its creativity and vast experience in developing lasting brand impressions, Anak has worked closely with VivoCity over the course of six months to craft a vibrant, contemporary and authentic brand identity.

“We realise that Singaporeans expect more from malls than just shopping and as Singapore’s largest mall, VivoCity promises just that. It’s not just a place to buy things, but a gateway to experiences big and small. With a breathtaking waterfront, its massive play area and more dining options than you can count, each visit to VivoCity is like stepping into a world of endless possibilities. Whatever your mood or taste, there’s always something surprising or delicious waiting by the water,” said Lee Hanyi, creative partner, Anak.

“To showcase VivoCity as an immersive world of experiences with something for everyone, we created the brand platform: ‘a world for all’ which is anchored by a new graphic device– the Vivo wave. Inspired by the mall’s iconic waterfront location, the Vivo wave is made of vibrant threads coming together in a dynamic arc. Its many threads and folds reflect the many dimensions, experiences, sights and flavours that come together, only at VivoCity,” added Lee. 

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