Fragrance Group | Premier Tower

Premier Tower has been designed by Elenberg Fraser to be Melbourne's most progressive architectural statement.

  • Place Branding
  • Property Marketing

Prominently positioned adjacent to the city’s most thriving transport interchange, and comprising retail, office space, hotel rooms and apartments – the entire Premier Tower precinct is designed to be a self-sustaining development with stunning appeal.


Hoyne completed the branding, including naming and strategy, for the development. Labelled as an architectural ‘first of its kind’, the branding for Premier Tower reflected the innovative thinking and principles on which the building was designed. The marketing collateral embellishments were modelled around the unique form with linear-shaped embossed cuts, metallic inks and mirrored finishes throughout. Premier Tower is visually different to anything on the Melbourne skyline, and this was reflected in the international press it received.

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