Upon the success of branding work in the Auckland property market, Developers Southside Group alongside Colliers International approached Richards Partners to develop a luxury brand for a new multi-residential development between Meadowbank and Remuera. Comprising 58 'Residences' and 7 exclusive 'Pavilions', Soto was created to tell the story of an elegant precinct, designed for living well in Auckland's Eastern Suburbs.
The strategy behind Soto centred on the idea of 'mindful apartment living'. Aimed at a market downsizing from their traditional homes, the brand needed to reflect a calm, relaxed lifestyle and well-designed apartments with generous spaces and luxurious finishes. Underpinned by the architectural design of Monk Mackenzie and Hare Interiors, Soto's visual identity combines elements of Japanese zen with a focus on elegant, tactile materiality. A bespoke system of sales material was developed including brochures, advertising, website, display suite environmental design and signage.