Born out of a desire to do real estate differently, directors Peter Clements and Brad Glover established Mint Real Estate with a view to take to market a ‘fresh’ new brand. We worked with Mint to create a name initially and corresponding identity that reflected the mood evoked by the boutique Melbourne bar scene.
Both Peter and Brad were well known real estate guns in their own rights, having built strong names for themselves in the industry. Setting up a new agency posed both challenges and opportunities to launch their brand to the general public and also to educate existing clientele of their new venture.
In a highly saturated market, we had to consider what would be stand out in order to aid Mint’s brand awareness.
We hosted several brand workshops with the key stakeholders to determine the brand essence. This then informed the ‘Mint’ brand name, quite outside-the-box for its time. In keeping with the friendly and approachable nature of the Mint brand, there was scope for the brand language to also play a strong role in reinforcing Mint’s direction.
With a view for the brand to have scope for expansion, we developed several logo concepts meeting the brief, and providing Mint with strong visual identity to expand as a duplicable model. Another key differentiator in Mint’s service offering is that each location is owned and operated by a licensed real estate agent.
The chosen Mint identity extended to include a host of supporting geometric graphics against a strong colour palette of turquoise and blue grey. Every consumer touchpoint was considered with tactile print finishing included to add to the overall brand experience.
In the eight years since Mint’s inception, the team has grown to include now three branches – Claremont, Fremantle and East Fremantle. A testament to the success of the overall branding exercise and experience of the Mint team.