Punchestown approached Kaizen Brand Evolution to perform a re-brand for their established and celebrated racecourse and entertainment venue. We re-positioned the Punchestown brand by creating an engaging narrative and strategy for the business. With focus on the new ‘Town’ campaign we developed a suite of versatile straplines to use across the new brand roll out and marketing campaigns.
The Punchestown Festival is considered amongst the Racing community as the equivalent to the Wimbledon of Tennis and the Augusta of Golf. The best of the best from far and wide and the entire annual racing season compete at Punchestown. The sheer audience and exposure of the Punchestown brand provided the need to keep their identity and advertising fresh and representative of their unique offering.
There is a deep history at Punchestown Racecourse, which helped immensely in the craft of the brand narrative, from the famous horses, trainers and events that have taken place there is much more than meets the eye at Punchestown. The racecourse is not only synonymous with racing, there is so much more to the venue, from music festivals, corporate catering, family days, hospitality and new years celebrations to name a few.
We felt that the best way for us to communicate the wider offering was to generate a campaign that’s going to be immediately representative of the brand and evoke the emotions and sense that you feel when attending events at the racecourse. This is where the “TOWN” campaign was born. Developing the campaign narrative from the courses namesake, presented potential mileage for the brand and its campaigns immediately and it seemed like an organic development for the branding. With the TOWN campaign decided upon we generated a suite of potential Irish colloquialisms, sayings and relative straplines that would become the driving force behind the new brand identity. ‘Get out of town’ was a saying that marries a few points at once, which we explored on launch.
The idea of getting out of Dublin Town to visit Punchestown is the initial response to this phrase, however we’ve blended a traditional Irish colloquialism in the messaging “get out of town’ also gets used when you’re surprised to hear or see something. i.e. ‘I got a new Ferrari handed to me by my boss’ – the response would be “get out of town’. So the narrative bar was set, to communicate on two levels and engage vocally through the brand materials.
With the narrative and strategy in place we could work the craft of the logo and brand materials. The logo, which features the Punchestown Fox (identifiable through the years across each variation their brand history) has been brought into the 21st century with the use of a fresh new type family and custom fox mascot, who sits neatly above the TOWN letters, harking back to the narrative and campaign messaging.
We introduced a contemporary colour palette for the brand, keeping yet improving on the notorious Punchestown red we added a seasonal suite of colours to be used across the festival graphics, easily identifiable with the likes of Spring, Summer, Autumn Winter festival days. The colour flexibility has really strengthened the brand materials and creates an immediate association with a time of year at Punchestown. Primary colours explore pairings that compliment the Punchestown red, gold and a deep navy.
Once the brand elements are married together it is clear to see the visual results of the successful re-brand, which now addresses the ambition of Punchestown as a business. The new brand identity and campaigns stand out from their local and national competitors. Everything from the strategy, narrative, identity, implementation and management of the brand has been considered and carefully treated to ensure absolute success as the brand evolves. We absolutely loved working on this brand as a studio and we continue to work with Punchestown as brand guardians and as the racing seasons come around.