PLAYTOPIA | Branding Play Destination

ALL PROJECTS / PLAYTOPIA

Consumer Goods & Services
Events & Entertainment

BRANDING PLAY DESTINATION

SOLUTIONS WE PROVIDED

Since its establishment in 2019, Playtopia has achieved remarkable growth and expanded extensively across Jakarta and throughout Indonesia, solidifying its reputation as the premier family entertainment destination in malls across the country. Recognized as a key anchor for drawing crowds, Playtopia offers unparalleled experiences for families and visitors of all ages.

In addition to its wide array of play attractions, Playtopia prides itself on understanding the unique needs of every visitor. Beyond just providing fun and entertainment, Playtopia strives to deliver memorable experiences that translate into lasting bonds and cherished memories for families. With a focus on quality, safety, and innovation, Playtopia is dedicated to offering solutions that not only ensure a fun-filled time but also enhance family cohesion and enjoyment.

Through our strategic re-evaluation of its brand as a whole, Playtopia has undergone significant changes to better align with its core values and vision. This transformation includes a refined brand structure and a new focused essence aimed at providing families with an unforgettable and enriching playground experience. With this fresh direction from Creativeans, Playtopia is poised to continue its journey as a leading destination for family fun and entertainment.

THE CREATIVE CHALLENGE

Playtopia experienced rapid growth without a clear brand architecture and structure in place.
Playtopia faced the challenge of competitors copying their success, highlighting the urgent need to differentiate themselves further.
Inconsistencies in Playtopia’s brand identity and logo hindered recognition and marketability, posing challenges in establishing a cohesive brand presence across their various offerings.

THE OUTCOME

We streamlined Playtopia’s brand architechture to a monolithic approach, consolidating various playgrounds and arcades to leverage the strength of the Playtopia brand effectively.
We redefined Playtopia’s brand positioning to emphasise the creation of lasting memories and the strengthening of bonds with loved ones at Playtopia.
We developed a comprehensive brand manual for Playtopia to ensure consistency across all brand elements and facilitate seamless expansion

BRAND POSITIONING

We redefined Playtopia's brand positioning with a focus on the shared mission of "Discover Joy Together." Our approach has been to spotlight Playtopia's dedication to creating adventurous, family-oriented experiences that are both safe and thrilling. By drawing upon Playtopia’s experiential archetype, we've reshaped their brand narrative to highlight their commitment to innovation, inclusivity, and entertainment that binds communities. Our strategic repositioning amplifies Playtopia’s inherent qualities, ensuring that every touchpoint with clients and suppliers is charged with the brand’s adventurous and joyous spirit.

In the ever-evolving landscape of family entertainment, we have positioned Playtopia not just as a leader but as a visionary shaping the sector's future. We've intertwined Playtopia’s growth with their commitment to delivering memorable experiences and championing a brand identity that's both resonant and enduring. Playtopia is set to be a beacon of joy, continuing to unite and uplift individuals and families, ensuring that the joy discovered at Playtopia today lays the foundation for tomorrow's cherished memories.

By providing innovative and meaningful interactions through Mascot Enterprise’s communications, offerings, and touch points, it allows clients to experience a stronger connection with the brand as an entity, which translates into greater brand stickiness. By communicating more of the brand’s experiences attributes, it presents Mascot Enterprise as a more memorable and interactive brand to go to throughout the customer’s lifecycle.

BRAND ARCHITECTURE

We’ve crafted a monolithic brand architecture that aligns all playground and arcade experiences under the singular banner of the Playtopia name. This strategic move amplifies the reach of Playtopia’s already robust market presence, ensuring that each sub-brand shares in the strength of Playtopia’s identity and recognition. With a consistent set of promises, characteristics, and a cohesive visual and verbal identity, this unified branding approach reinforces recognizability and fortifies overall brand equity.

By harnessing the power of a dominant master brand, we elevate brand awareness and streamline the diversity of Playtopia’s offerings, creating a distinct and categorized spectrum of play that speaks directly and clearly to our target audience.

BRAND IDENTITY GUIDELINES

We meticulously crafted a comprehensive brand identity guide for Playtopia, meticulously detailing guidelines for consistent brand application across various platforms. This manual serves as a guiding framework for the uniform application of the Playtopia brand across various touchpoints, both online and offline. From business cards to brochures, posters to PowerPoint slides, and website design, each touchpoint has been carefully crafted to seamlessly integrate Playtopia's new brand positioning and identity. This manual serves as a roadmap, facilitating seamless expansion endeavors and ensuring that Playtopia's brand identity remains cohesive and impactful throughout its growth journey.