Just for fun

Luna Park

Revitalising Sydney’s iconic brand.

A driving factor in this rebrand was the understanding that the brand must work first and foremost in a digital world. This steered the creative thinking and along with a clear strategic brand platform developed by Ink for Luna Park became the basis of the brand. “Just for fun” was reactivated as the brand positioning reflecting the endearing nature of one of Sydney’s most historic and iconic destinations.


Inspired by social media platforms, blocks of solid colour combine with blocks of fun, social imagery working together in a bold and versatile presentation of life in the park. A new website, also designed by Ink, is bolder, brighter, flexible execution. Based on UX research, the sliding blocks of information and imagery aid ease of use whilst creating a recognisable brand language.

“Ink have created a visual expression of the brand that is engaging and fun, just like the Park” 

Warwick Doughty, Director Luna Park Sydney.