The Town of Cullinan, South Africa

In 2022 Studio Kallie undertook a conceptual rebranding for Cullinan, a small mining town based just outside of Johannesburg, South Africa.

This redesign was prompted by research insights illustrating a fragmented brand identity that was limiting the towns’ brand awareness. Despite these setbacks, this little town proved to be a diamond in the rough.

The team at Studio Kallie took the luxurious appeal of this rustic region to create a campaign that would attract a more affluent target market to the region. A market that could function not only potential foot traffic but also potential investors in the towns’ flourishing art, retail and mining spheres.

Brand Deliverables

An image of a white sweater with the redesigned Cullinan logo created by Studio Kallie
An image of a mock-up Instagram advertisement for the Cullinan rebranding