Leuralla Toy and Railway Museum
Brand Identity
The Challenge
Leuralla Toy and Railway Museum boasts the largest collection of 20th Century toys, model railways and railway memorabilia in the Southern Hemisphere. It is housed in the heritage listed Leuralla house and gardens, near the village of Leura, in the Blue Mountains of New South Wales. Leuralla is also marketed as a wedding venue.
The challenge was to create a distinct identity for the museum sub-brand of the Leuralla brand, that would delight toy and railway collectors, children, and the young at heart seeking a trip down memory lane!
Awards
AGDA Awards finalist, Brand Identity (Student)
The Solution
The brand is characterised by nostalgic playfulness, drawing inspiration from fair and vintage train tickets, collectable tourism fridge magnets, children carrying their toys around, and steam engine worker aprons. Few things conjure the magic of play and a sense of fun, joy and wonder more so than Willy Wonka’s Chocolate Factory from Roald Dahl’s classic novel ‘Charlie and the Chocolate Factory’. This, along with Victorian painted signage inspired the custom hand-lettered wordmark, featuring whimsical swashes. The lively red and blue brand colours reference vintage 20th Century toy packaging. The result is a solution that will delight all ages!
