Rabbit Hole Play Centre Branding and Wayfinding

Rabbit Hole brings an exciting new world of adventure to Braybrook in the western suburbs of Melbourne. The amazing play centre features climbing walls, modular play spaces, a cafe and party rooms for kids of all ages to free their imagination.

Principle Design was commissioned by Rabbit Hole to create an innovative and playful brand identity which showcased the centres unique experience offering in a recognisable, engaging and whimsical manner. Our logomark is constructed of segmented coloured shapes arranged in a freeform style that reference the building blocks of our childhood and the organic nature of collage and paper craft. Working closely with Architects EAT of Collingwood, Principle Design created an extensive suite of large-scale exterior and interior signage and graphics which invites you to be fully enveloped in world of fun and fantasy. We developed four wonder-filled scenes that embody the spirit of child-like wonder by incorporating colour, texture and illustration to represent the sea, a fun fair, a forest and outer space. These scenes were brought to life by the addition of vibrant characters to create a unique and consistent brand narrative throughout the play centre. To complete the Rabbit Hole experience, the designs were also featured across a digital design, marketing material and printed collateral including food packaging, menus and uniforms.

Our innovative solution for Rabbit Hole’s new brand has helped build an identity that establishes them as an innovation leader in their market, draw the attentions of a wide customer base and inspire the imaginations of a new generation.