Melbourne Star reopens under new brand identity

The Melbourne Star observation wheel in Docklands has reopened under new ownership as of October 15. The attraction has introduced a new brand identity, ‘Rise Above’, developed by the agency 3Scoops, which is part of the Jaywing Group.

The rebranding effort aims to rebuild the attraction's relationship with the city following years of closures and public scrutiny. The new visual identity features a marque combining the letter ‘M’ with a star, utilizing a color palette inspired by the changing sky. According to Lach Ryan, Head of Brand and Creative at 3Scoops, the positioning is designed to allow the brand to acknowledge its history while offering visitors a way to experience Melbourne from a different perspective.