A brand identity that brings to life a Swire Properties residential project
Hong Kong, September 9, 2019 – Eight created the identity for Eden, Swire Properties’ first ultra-luxury residential project in Singapore. Located adjacent to the prestigious Tanglin Club at the highly sought-after District 10, Eden was designed by world-renowned Thomas Heatherwick of Heatherwick Studio.
Eight was tasked with creating a name and visual identity that complemented Heatherwick Studio’s first residential project in Asia, which is punctuated by iconic hanging balcony centrepieces featuring hand-picked tropical greenery. The name Eden is a meditation on the beginnings of life, reaching back to the story of the Garden of Eden itself. It is a metaphor for creation and abundance, deeply rooted in nature and inspired by Singapore’s vision of a “City in a Garden”.
The visual identity developed by Eight echoes this idea of growth and draws directly from the architectural facade of the project. The logo emulates the iconic lush balconies and shell shaped form, and is paired with a forward-thinking typeface marking the building as an icon for the future. The colour palette is inspired by lush foliage as well as the earthy tones of the project, conveying a premium and eco-conscious aesthetic.
Chris Fjelddahl, Partner, says, “While it’s a rare opportunity to design Swire Properties’ first residential brand in the nation, what makes it even more special is working with the Heatherwick Studio team, led by Thomas, to bring the concept of Eden – which represents natural unspoilt beauty – to life through immersive storytelling and visual design.”
About Swire Properties
Established in Hong Kong in 1972, Swire Properties is a leading developer, owner and operator of mixed-use, principally commercial properties in Hong Kong and Mainland China, with a well-established record of creating long-term value by transforming urban areas. Our business comprises three main areas: property investment, property trading and hotel investment.
The Company was listed on the Main Board of the Stock Exchange of Hong Kong in 2012 and, with its subsidiaries, employs more than 4,500 people.