The Paddington Collection
- Branding |
- Brochure |
Octavia Living tasked Full Comms with creating a unique development brand and brochure for their next phase at North Wharf Road, a prestigious development close to Paddington Basin on the Grand Union Canal in west London.
With 27 one, two and three bedroom apartments split across shared ownership and intermediate market rent within the prestigious Paddington Gardens development, the focus was to create a brand which struck a balance between the high end specification and location of the properties, whilst appealing to those looking for affordable home ownership routes.
Our naming strategy included the The Kingdom Collection, a play on Brunel the engineer behind Paddington and the Great Western Railway drawing on the local link as well as playing with the invitation to picture your new home as your Kingdom. A second route combined the desirability of the area and its well-known postcode W2 with affordability offered by Shared Ownership, culminating in SOW2. However, the client chose The Paddington Collection, drawing on the success of the previous phase, excellent transport links and the highly positive connotation of Paddington’s most beloved resident, Paddington Bear.
The brand combined a nostalgic love for the bear with the local travel connections by using a suitcase motif. The sketched suitcase sits alongside a contrasting serif font, whilst the colour palette is simple and bold with a brassy gold complemented with white.
The final host brochure included copywriting, original location photography, area and birds eye view maps, and catches the customer’s attention with it’s textural cover - an old painting of Paddington. The brochure featured a pocket for the two floor plan brochures we created, one for each tenure. Our designers created a mock leather suitcase as the cover, complete with travel stickers, leather straps and embossing giving the brand a playful tone reminiscent of Paddington Bear’s adventures. To differentiate both tenures, we used different toned suitcases so these were simple for the sales team to identify.