Carina Leagues Club, a long-standing community institution, has unveiled a fresh brand identity, masterminded by specialist brand consultancy, LCC Group.

The rebranding process incorporates a new master brand and seven outlet sub-brands, all paying homage to the club's 74-year legacy and its iconic tiger mascot.

The new brand has been rolled out across various platforms, including the club's website, merchandise, landmark, and in-club experience. It also extends to out-of-home advertising, cinema, radio, and digital platforms. This program of work coincides with the completion of the club's $16 million renovation project, marking a significant milestone in its history.

"As a long-term Carina Leagues partner, we were able to draw on robust research and feedback from members, employees and the community throughout our process. This ensured the club's new brand strategy was based on real human insight and not assumptions," said Mel Williams, LCC Group Marketing and Communications Director.

"Transforming established brands for the future, while honouring their legacies is an essential undertaking particularly for community clubs. It's important their brand affirms them as continued venues of choice in an increasingly competitive hospitality market."

Led by Laura Campion and her team at LCC Group, the creative process was based on insights gained through a 12-month brand repositioning campaign executed in 2023. It included the rebirth of the 'Carina Tiger' with a modern twist and the creation of unique identities for each of the various dining and entertainment options within the venue. A fresh colour palette emphasises greens and warm tones to elevate the club's new dining and entertainment spaces, including one of the biggest live greenery indoor/outdoor gaming lounges in Australia.

Adam Wiencke, Carina Leagues Club General Manager, expressed his satisfaction with the new identity.

"Our new identity has been carefully crafted and rolled out seamlessly both inside and outside our club, solidifying our reputation as the go-to local with something for everyone. Our brand reflects who we are - a preferred alternative to city venues that is wholly focused on reinvesting back into its community," he said.

Wiencke also acknowledged the collaborative efforts with LCC Group. "LCC worked hand in hand with our team and Board to define what we stand for and where we want to take our club in the future. We have been working across the business to elevate the Carina Leagues Club experience and are so proud of our new brand that stands as a testament to who we truly are," he added.