The Bakehouse Quarter is a diverse commercial and retail precinct situated in the charming surrounds of the refurbished Arnott’s biscuit factory at North Strathfield, in Sydney’s inner west. With cobble stoned streets, leafy parks, a selection of retail outlets and an array of restaurants, gyms, childcare, bars and cafes, the precinct provides the perfect business and social environment.
Purchased by the Yuhu Group with the view to rejuvenate the brand, and revitalise the site. We were briefed to build a brand that locals would embrace and others be intrigued to visit. Research showed the precinct was known by several different names and identities with various logos throughout the site. Little was known about the location some thought it was a bowling destination, or somewhere to get a steak, or worse just a site to pass through enroute to Sydney Olympic Park. Whereas in the reality the precinct encompasses such a rich history, and a thriving destination offering so many of todays necessities and indulgences.
The place strategy and campaign direction embraces the heritage of the site, yet leveraging all the new offerings. With the industrial look of the logo, being a nod to yesteryear, we modernised the way the word quarter is used, highlighting ‘Bakehouse’ and incorporating a tagline ‘This is My Quarter’ giving ownership of the precinct. Bright, fun colours was also used to go along with this positive messaging.
The website is welcoming and engaging, designed to clearly communicate what the businesses at the precinct have to offer.
Whether you have been a local since the Arnotts factory days, or work in the precinct, this is a destination you’ll want to visit.
Signage, site activations and place making initiatives will continue to rollout.