Frost Design creates brand strategy and identity for Carlton & United Brewery site redevelopment

FROST Kensington St VisionPiece3Frost Design has created a brand strategy, identity and marketing campaign for part of the $2 billion redevelopment of the Carlton & United Brewery site next to the Central Park development in Sydney’s Chippendale.

Kensington Street is a heritage urban  lane way, sitting on the Chippendale boundary of Frasers Property’s Central Park, with the agency working with Dr Stanley Quek, the chairman of Frasers property who has independently developed the property, to establish the name and brand personality for the precinct, design an identity and create communication tools for the sales team, which will form the first phase of Kensington Street’s marketing campaign.

Vince Frost, CEO and ECD of Frost collective, said: “Retail, dining, art and music are all a part of the Kensington Street experience. The brand needed to be adaptable, speaking to the various experiences and offerings Kensington Street will deliver visitors.”

The company recommended the original street name of the location be retained in order to create a strong link with Kensington Street’s heritage character.

Frost Design has used the letter K and the visual cue of the street as it focused on the concept of ‘expandable experiences’ as the street is designed to be an enjoyable, immersive experience for visitors. The identity aims to represent the playful nature of the street.

Dr Quek said: “Attracting the right mix of desirable tenants, to a location that is full of unique potential but still in the creation stage, requires a brand and supporting tools that will work hard to evoke a tangible sense of our vision. The work created by Frost* Design successfully delivers on that and has given Kensington Street a brand which is robust enough to have longevity as the development is realised”.

FROST Kensington St VisionPiece2 FROST Kenisington St elevation


  • Client: Dr. Stanley Quek / Greencliff
  • Agency: Frost Design by Frostcollective
  • Executive Creative Director: Vince Frost
  • Creative Director: Anthony Donovan
  • Senior Designer: Anzac Tasker
  • Senior Account Director: Charlotte Brady

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.