The Continental Hotel has been one of Victoria’s most beloved seaside landmarks since 1875. In 2021, with a new ownership consortium comprising the Victor Smorgon Group, the Kanat Group and Trenerry Property behind it, together with global architecture studio Woods Bagot, a bold new reimagining of the coastal icon was proposed. Cassette was invited to join the journey, building the brand behind an extraordinary lifestyle precinct.
Our task was to create a brand strategy that matched the prominence of both the multi-million-dollar renovation and the project partners involved, as well as develop all the assets and collateral for the much-anticipated Peninsula icon.
Crucial to the brand development was telling the story of accessible luxury, while respecting the heritage and tradition of the beloved building.