MacJack is a new app that enables simpler contactless payments at vending machines around the world, but also at a number of other “self-service” points of sale such as parking lots, laundries or photo booths.We turned the two key benefits of the application – ease of payment and rewards when purchasing – into a fun brand story that everyone can identify with. Brand story celebrates the small, everyday wins that make up life, like taking a coffee break after a busy meeting or doing laundry on a Wednesday night.
We named the new brand MacJack, mac is a friend who is always at hand, while jack is American slang for money, but also a “cool” person who lives a fulfilling life. We created a new slogan “Small Daily Wins”, as well as a series of messages that playfully communicate the benefits of the brand, such as “A way easier way to pay”, “Small wins make life better” or “Lose the coins. Earn rewards. Either way, you win!”.
The modern and recognizable logo is enhanced by the letters M and J. At the same time, the letter J is also reminiscent of a checkmark, which indicates a completed action and a small daily win. The typography is modern and elegant, which indicates financial security, but also creates a feeling of a technologically advanced brand that makes payments simpler and faster. The colors are bright and vibrant and, together with the “checkmark” symbol and icons, contribute to the feeling of liveliness and cheerfulness that MacJack brings to everyday activities.
Fabular is the only specialized branding agency in the region. We are specialized in the fields of brand strategy, communication strategy, brand naming, visual identity and brand implementation. Our team is led by Anja Bauer, one of the branding pioneers in the region and the author of a unique methodology called The Eight Ingredients of Branding™. Our brand consultants have been inducted in the REBRAND Hall of Fame™ for Branding Excellence Worldwide, among the 25 best brand consultants in the world. We narrate unforgettable brand stories that create positive change.
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