Brand agency LCC Group helps an iconic tiger change its stripes
Leading Queensland community club, Carina Leagues Club, has revealed its new brand in collaboration with Brisbane-based specialist brand agency LCC Group.
The transformation, featuring a new master brand and seven outlet sub-brands, has sparked a growing industry trend as more community clubs look to reinvent themselves in the face of growing competition and the cost-of-living crisis.
Led by veteran brand strategist Laura Campion and the team at LCC Group, the project delivered a new brand identity for the club, with an important nod to its 74-year legacy and famous tiger mascot.
The new club brand has been rolled out across website, merchandise, landmark and in-club experience, OOH, cinema, radio and digital, timed to coincide with the phase one completion of its $16 million renovation project. Project lead and LCC Group Marketing and Communications Director, Mel Williams, said the creative process was centred on insights gained through a 12-month brand repositioning campaign the team had executed in 2023.
“As a long-term Carina Leagues partner, we were able to draw on robust research and feedback from members, employees and the community throughout our process. This ensured the club’s new brand strategy was based on real human insight and not assumptions.”
“Transforming established brands for the future, while honouring their legacies is an essential undertaking particularly for community clubs. It’s important their brand affirms them as continued venues of choice in an increasingly competitive hospitality market.
“We feel incredibly proud to have been a part of such a milestone project for a club that does so much good work in the community,”
Williams said. LCC Group's creative team brought a hands-on approach to the club rebrand, delving deep into the history and values of the organisation to champion connection with all key stakeholders and evoke feelings of community pride and empowerment.
Creative decisions included the rebirth of the ‘Carina Tiger’ with a modern twist, delivering a strong yet elegant logo, subtly forming the letter ‘C’. The outlet sub-brands pay homage to special individuals within the club’s history and give unique identities to each of the various dining and entertainment options within the venue. With the club’s founding purpose grounded in helping locals stay healthy, connected and thriving, LCC worked with the Carina team to develop a rich yet welcoming colour palette; with greens and warm tones to elevate the club’s new dining and entertainment spaces, including one of the biggest live greenery indoor/outdoor gaming lounges in Australia.
Carina Leagues Club General Manager, Adam Wiencke said the club is well-positioned to become Queensland’s ultimate destination for food, fun and entertainment, where every visit helps the local community.
“Our new identity has been carefully crafted and rolled out seamlessly both inside and outside our club, solidifying our reputation as the go-to local with something for everyone. Our brand reflects who we are - a preferred alternative to city venues that is wholly focused on reinvesting back into its community.”
“LCC worked hand in hand with our team and Board to define what we stand for and where we want to take our club in the future. We have been working across the business to elevate the Carina Leagues Club experience and are so proud of our new brand that stands as a testament to who we truly are,”
Wiencke said. LCC Group is a Brisbane brand consultancy passionate about bringing world-class brand strategy to Queensland’s most ambitious and value-driven organisations. For more information go to LCCGroup.com.au.
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