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Timezone picks agency partner for brand refresh

Timezone Group International has appointed antics@play to drive a brand refresh for several brands in its portfolio, namely Timezone and Timezone Play. The new refresh will be rolled out by the end of this year, and progressively done across all outlets in Southeast Asia such as Singapore, Indonesia, Vietnam and Philippines.

The refresh takes the form of an updated identity, including brand guidelines to ensure consistent implementation across the region. It also extends to various design templates for collaterals ranging from in-store to corporate to other advertising and marketing collateral for both digital and traditional advertising.

This will include logo, tonality, colours, and secondary graphics. Secondary graphics will boast brighter colours and with stripes across in-store collaterals such as staff livery, notices, bags, and of course, the must-have powercards. Through the refresh, Timezone Group aims to retain the same Timezone its customers are familiar with its promise of good, clean, family fun. This will be coupled with a modern look and feel suited for the youths in a digital age.

For Timezone’s sub-brand Timezone Play, antics@play will also be developing an environmental guide to be implemented across stores in the region, including a new logo.

“We believe play is how we discover, learn, and grow. Timezone’s values of play and fun are a perfect match with ours and we are honoured to champion this brand refresh. We want today’s parents to be reminded of the good times they enjoyed at Timezone and look forward to bringing their children for their next family day,” Winnie Pua, managing director, antics@play, said.

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