Agora Floreasca is an urban destination project in the heart of Bucharest — an intimate, gourmet-driven “indie mall” offering a mix of authentic and unique services and entertainment.
The name Agora speaks about city gathering, and the assignment was to design a visual identity to honor both the name and the location.
The brand’s logo design was inspired by the project’s geographical positioning within the heart of the city — the initial letter of the brand’s name (A) was superposed over the actual street map of the area, embracing the central location of the venue — hence making it a point of reference in community’s emotional geography.
The memorable logo enjoys a central figure in the branding applications — from stationery to larger than life fascia to OOH communication — complemented by powerful typography and understated signage inspired by the wordmark typeface.
The slogan “Urban Theory” lends curatorial authority to the brand, and it’s a statement of the brand’s promise for unique shopping, gourmet and entertainment experiences.
The project under the new identity proved to be a a success even pre-opening, with available spaces rented out in record time, and it’s become a vibrant urban gathering venue attracting upscale, educated, quality time lovers.
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