one40william is the latest addition to Perth’s cityscape and on the lower two levels of the development sits 140, the city’s newest retail experience. For 140 to compete successfully with the other already established retail players in the CBD, it needed to position itself as being unique, hence Zebra’s positioning line ‘the difference is 140’.

With this in mind, as well as 140’s close ties to the local arts and fashion scenes, we felt the overall brand should be playful, intriguing, colourful and most of all… different.