Influenced by steam punk and the Selati Railway vernacular, the entire Kruger Station experience is centred around the magic of the station’s past. The steam engine train number 3638 which was donated to the station in the late 1970’s, inspired the visual language and the naming conventions of some of the offerings within the station, and the train number plate became an influential element throughout the identity design.
Client
Thebe Tourism
Year
2020
Deliverables
- Nomenclature
- Brandmark Design
- Brand Design
- Photographic Direction
- Visual Language
- Brand Strategy
A historical South African tribute.
An iconic visual device influenced by the train number plate was used to signify the dedication to sharing the historical relevance of the station and the trains that were once stationed there. The train number plate shape together with patterning influenced by the loco motive, informs the look and feel of the Kruger Station brand, and creates a consistent visual language.
The brand patterns were inspired by the components of the loco motive and traditional shweshwe patterns together with the wildlife that surround the station. Referred to as the wildlife wheel, it also echoes the core brand essence of being able to share stories, patronage and to enlighten guests with truly immersive experiences within a national park. The colour palette was influenced by loco motive assets and the magnificent Skukuza surrounds. The black was derived from the colour of the 3638 loco motive. The red brown was inspired by the colour of the carriages. The copper colour was encouraged by the copper pipes and components of the loco motive.
The aim was to provide Kruger Station with a visual language which will continue to provide park visitors with a remarkable, heritage-rich experience that transports them back to a bygone era.