KL East Mall


The KL East Mall brand was developed as a lifestyle experience destination with attitude. A brand that is captivating, joyful and personal in approach and epic appeal comes from the heart. They aim to be the favourite place to spend time and hang out in the east, with more of what is wanted and less of what isn’t.


The proposition is simple, easy and very comfortable – as they have the right location, right size, right feeling. They promise a friendly atmosphere, fun environments and treat customers as their valued guests.


Brandcourage’s approach to brand building, messaging and launch communications was based on ‘east is epic’ – an idea that could be expanded to be extraordinary, energetic, evangelistic, elegant, empowering, exciting, evocative… we used a lot of alliterations of ‘e’.