Reimagining The Continental – a beloved Victorian landmark .

The return of an icon

Disciplines

+ Creative
+ Strategy
+ Digital
+ Print
+ Communications strategy
+ Event production

Opportunity:

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.

Disciplines

+ Creative
+ Strategy
+ Digital
+ Print
+ Communications strategy
+ Event production

Strategy:

Our first strategic move was developing a rejuvenated brand identity for the newly renamed precinct – The Continental. With the lifestyle offerings spanning dining, entertainment, 5-star accommodation and wellness – and a reimagined vision now in place – a playful yet aspirational brand was created. From here, a rich colour palette and suite of iconic brand assets were developed.

Audrey’s:

With an elevated and authentic approach to food, spearheaded by celebrated chef restauranteur Scott Pickett, this incredibly personal restaurant and sub-brand required a refined elegance that did justice to its unique flavour of coastal luxury. Think wistful script inspired by the handwriting of Scott’s grandmother Audrey, fine line illustrations and bursts of gold.

Barlow:

This speakeasy-inspired space is infused with a sense of sophisticated intrigue. So, naturally, the brand identity itself needed to reflect the ‘disco decadence’ the bar delivers. This was showcased via iconic gradients, character-rich script and rich olive greens.

The Atrium:

Just as this stunning, sun-drenched space brings a healthy serve of epicurean indulgence to every plate, its branding required a similar touch of polish that would leave you wanting more. Think crisp mint, clean coastal chic and cool white detailing.

Digital:

The multi-layered precinct then called for a bold new website that would accommodate the icon’s many visitor experiences. The result was a modular design that was both aspirational and agile, allowing seamless future updates, and doing justice to the story behind the venue.

To ensure consistent and powerful messaging, Cassette led the precinct communications in the months leading up to the launch, including the social media strategy and content, and coordinated an incredible launch party that was a highlight on the calendar for key stakeholders, local personalities and project partners.

Success:

The execution of the branding, strategy and launch has resulted in overwhelmingly positive feedback and translated beautifully across all channels and applications, from in-venue to digital. The social media strategy quickly garnered a strong following, and bookings for the food and beverage spaces continue to grow, evidence of a strong and appealing destinational brand.