Brand development and visual language for an historic lifestyle precinct in the Kruger National Park.
Influenced by steam punk and the Selati Railway vernacular, the entire Kruger Station experience is centred around the magic of the station’s past.
Learn more about this project
2019 will see the anticipated launch of Kruger Station in the renowned Kruger National Park. Encompassing everything from retail to food, Kruger Station is the communal heartbeat of the park and an essential stop in the Kruger National Park travel experience.
Kruger Station is a historical tribute to the park, which offers visitors a lifestyle precinct in the same spot a makeshift boma hosted people in the bush for a feast when the park first opened. Circle’s challenge was to create a brand identity and visual language that enables Kruger Station to pay tribute to this piece of South African history in a contemporary way.
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 known as 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.
Circle used an iconic visual device influenced by the train number plate 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 created by Circle was 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 by Circle, 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.
Circle’s 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.
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.
Learn more about this project
2019 will see the anticipated launch of Kruger Station in the renowned Kruger National Park. Encompassing everything from retail to food, Kruger Station is the communal heartbeat of the park and an essential stop in the Kruger National Park travel experience.
Kruger Station is a historical tribute to the park, which offers visitors a lifestyle precinct in the same spot a makeshift boma hosted people in the bush for a feast when the park first opened. Circle’s challenge was to create a brand identity and visual language that enables Kruger Station to pay tribute to this piece of South African history in a contemporary way.
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 known as 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.
Circle used an iconic visual device influenced by the train number plate 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 created by Circle was 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 by Circle, 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.
Circle’s 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.
