What is The Point?

The Point is a new dining precinct nestled within South.Point Tuggeranong Shopping Centre. It’s a bold, playful and family friendly place blending some of Canberra’s most iconic eateries. 

Agency 9 partnered with Knight Studio to bring the brand to life. We were tasked with crafting a brand identity for The Point that would position it as an exciting food destination for Canberra south siders. Our goal was to create a lively and welcoming brand where ‘food meets fun’.

Drawing inspiration from the precinct's energetic vision and the desire for a 'no-fuss' approach to dining, we developed a brand identity that was fresh, spicy, hands on, off tap and in your grill. Our approach reflects this idea through creative language, expressive type and fun colours.

The project involved a range of deliverables including logo design, developing the creative approach, tone of voice, advertising materials and digital content. To ensure The Point aligned with the South.Point Tuggeranong brand, the South.Point 'chevron' was integrated into the logo, serving as a directional sign, and paying homage to the precinct's roots.

The Point successfully launched as a vibrant dining destination, attracting locals and visitors alike with its lively atmosphere and diverse culinary offerings. The event activation and marketing roll-out delivered by Agency 9, coupled with our brand identity work, has led to The Point's recognition as the go-to spot for food and entertainment in Canberra's south.