1 Kent Lane
Melbourne VIC 3181

145 East 74th Street #PHC
New York NY 10021

Revitalising a cherished icon of fun

Luna Park

Luna Park wanted to reinvigorate their Brand to remind their audience how liberating it is to have fun, giggle and smile and to bring that energy and joy back into the community. The Brand identity represents the renowned and iconic building façade with its larger-than-life mouth entrance that is instantly recognisable and captures their ‘Just for Fun’ tagline, spirit and attitude.

The identity series springs to life with individual characters and personalities, holidays and annual events, so that the brand is always fresh and relevant and can adapt to any celebration or cause. With this in mind we proposed the ‘Just for Good’ concept that opens up the famed Luna Park spirit to champion charitable causes such as Sids, Foster kids, Movember, Breast Cancer and Marriage equality.


Gold / Identity
Graphis Design 2018


The Luna Park Brand was dated, a little scary looking and did not adequately reflect the legendary icon that it is. They wanted to highlight their tagline ‘Just for Fun’ and to make a direct emotional connection with their various audiences ranging from adults and grandparents that had grown up with the Park to the younger kids that were new to the experience. They needed a completely fresh approach that gave a nod to their iconic landmark and history with an inspiring joyful look toward the future. The store merchandising needed to be overhauled with saleable ideas and the signage system throughout the Park to be more integrated, informative and inspiring.


‘Just for Fun’ is a mantra that is integral to Luna Park, guiding them as a brand in everything they do. The brand identity is bold, bright, engaging and represents the iconic Luna Park mouth entrance that comes to life with distinctive characters and personalities for a unique and memorable brand that is adaptable for celebrations and events throughout the year. We extended the identity style to the bold signage system by expanding the mouth logo vertically to hold the information hierarchy within it. The addition of new ride icons give the park signage an easy wayfinding solution and a standout result. Merchandising for the store has been reinvigorated with the joyful brand across fun and new ‘must have’ items.

View other projects

Sinisgalli Foster Sinisgalli Foster
Sinisgalli Foster

A unique identity for a unique law partnership

White Night White Night
White Night

Reimagining a city for one night