Imaginaria

THE CO-LAB

Formular: Ideation, Design Direction, Design, Animation, UI/UX
Brands to Life: Brand Strategy, Creative Direction

INSIGHTS

Formular was asked to work on this exciting new sensory event in collaboration with Brands to Life. Together we helped to develop the name, Brand Essence and the Branding.

The challenge was to create a unique looking brand that helps visualise a world of imagination, capturing a sense of mystery and wonder, while also appealing to both the young and old.

The idea

Imaginaria is all about exploring curiosity and the Branding serves as a gateway to this realm of imagination.

The Brand Mark itself, represents expanding waves of thought, acts as both a portal and, when animated, hypnotically shows the journey within the mind.

These thought-waves help to form a visual identity system that is flexible and diverse.

The distinct electric purple colour gives continuity to the Brand, and the curious shapes developed act as doorways to the many different experiences from within the event.

The results

The success of Imaginaria has resulted in an extended season of 6 additional months in Melbourne, with plans to tour nationally and become a permanent event.

Next Project

Lo Bros

A Kombucha brand and packaging refresh of an Australian and UK favourite

Formular is an Australian creative consultancy based in Melbourne that specialise in strategic branding, packaging and digital design. They work with businesses and in collaboration with like-minded creative agencies to produce brands with structure, purpose and beauty.