Victoria Tower is an apartment development on the former site of Pentridge prison in Coburg, where a vibrant new residential and lifestyle precinct is taking shape. Comprised of smaller, investment-grade stock, the development was targeted towards an international audience, though due to the pandemic’s impact it received a local launch as well. We wanted to create a brand that represented the heritage of the site, while still standing apart from other residential offerings in the precinct. As a result, we went with a rich red with blue and gold accents, colours associated with premium quality and royalty, and we chose a name that linked to the history of Her Majesty’s prison. The crown motif in the logo will also feature in our other residential projects in the precinct, visually connecting multiple brands to the one heritage.

Read more about this project:

• 2021 DrivenxDesign Awards: Pentridge Wins Silver
• Case Study: An Iconic Landmark for a New Generation

Developer: Shayher Group
Architect: Konzepte
Builder: Construction Engineering
Agent: Dynamic Residential