Pine Crest, Durban

A catalyst of change. The new vision for Pinetown.

THE CHALLENGE
To create a new brand to elevate the Pine Crest centre experience and be a catalyst of change for the people of Pinetown
  • The current brand was dated, complicated and lacked a unique character or theme. The brand personality was more aligned with a construction business and needed dramatic change.
WHAT WE DID
We created a brand for the redeveloped mall that is a catalyst of change for the area, leading the next chapter of Pine Crest. An inspiring retail and leisure offer, strongly connected to the character and culture of the area. A brand and visual language that connects with the local community, embracing tradition from modernity.
  • We worked on the brand strategy, positioning, naming, brand architecture, brand identity, brand language, brand guidelines, customer journey, storytelling, digital and signage project.
THE RESULT
A sales increase of +9% after the launch.
  • On Social networks, Facebook activity increased +50%, and a 110% increase on Instagram followers.
Itumeleng Mothibeli (Managing Director Vukile Southern Africa)
"The vision and execution of the re-branding project which was led by the TOTEM team has ensured that our redeveloped mall is greatly geared for future growth, while respecting and paying homage the deep Zulu culture prevalent in Durban, South Africa, the context in which the Mall operates in. The interplay of their international leading branding knowledge as well as strong relational and customer centred approach has been a paradigm shift in terms of how we will re-brand our shopping centres going forward. Definitely the best in the business."
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