Destination KRL

Brand Naming | Brand Research | Strategy | Branding Design

Suburban branding for the combined Kilbirnie, Rongotai and Lyall Bay (KRL) area in Wellington.

Rebrand created a new brand to launch the merger of the Kilbirnie Business Network with Rongotai and Lyall Bay – three distinctive areas in Wellington. The final solution was to name the area ‘KRL’ and design a logo in the style of a luggage tag because it’s beside the airport.

The logo also reflects the fact that KRL is a ‘destination area’ which means Wellingtonians tend to make a purposeful trip there to either shop, play sport, or catch a plane.

The campaign is called Destination KRL and the business network simply KRL.



Coming up with a new brand for any company or organisation can be challenging at the best of times but when you throw in needing to come up with a name for a Business District that is going to be decided by a Committee it has the potential to be a nightmare.

But this was not the case for the former Kilbirnie Business Network when faced with exactly this scenario – and that came down to our choice of using Rebrand to guide us through this project.  Tim and his team were a pleasure to work with – thoroughly professional, delivered what they said they would, were prepared to go the extra mile for us and adapt ideas and concepts to meet our feedback.
In short, we were delighted with our final brand – Destination KRL and have received great feedback from our business members and the general public to our new name and imagery.  We could not have asked for a better result. 

Gary Holmes – Destination KRL

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