WOW Fun Park – A Brand Made to Say WOW
WOW Fun Park is an indoor amusement park in Aveiro, designed for the whole family. A range of high-energy experiences sits alongside birthday parties, corporate events, team building, holiday camps and Learn & Play, a study support space for primary school children.
CIGA was involved in the project from the very beginning, with a clear challenge: to create an original, distinctive and highly memorable brand, capable of capturing the spirit of fun, discovery and immersive experience of a Fun Park. The work included national trademark registration, the creation of the entire corporate identity, the illustration and development of the mascot, and the design of the web platform.
The identity was conceived as a dynamic visual system built on three elements: logo, mascot and sticker system. The logo comes in two complementary versions: one with the mascot integrated, where the character takes the place of the letter “O” and interacts organically with the other characters, and a typographic version, more institutional, for contexts where clarity comes first. The typefaces (Postino Std and Lexend Deca) strike a balance between personality and legibility. The mascot, Wowy, is the heart of the brand: designed with multiple variations of expression, pose and accessories, it adapts to every activity, campaign or setting, humanising the brand and creating instant empathy with kids and grown-ups alike.
The sticker system adds a layer of segmentation and modularity to the identity. Each sticker works as an identifier for a type of park, activity or target audience (a “Kids” sticker, for example, instantly signals the spaces designed for the little ones), resulting in a flexible brand architecture able to grow and evolve without losing visual consistency. Logo, mascot and stickers were designed to work together or independently, from institutional communication to physical and digital environments.
The website carries this universe forward with colourful, direct and energetic communication, and features an online booking system for park entries and birthday parties, making things easier for families from the very first click. The result is a contemporary, consistent and highly adaptable identity that combines creativity, consistency and room to grow, positioning WOW Fun Park as a strong, recognisable and emotionally engaging brand in the world of entertainment.