Kiwi online retailer Mighty Ape has unveiled a brand refresh via Thinkerbell with the tagline, ‘That’s mighty good’.
The new platform recognises Mighty Ape’s evolution beyond its hobbyist roots into a broader everyday retail offering, including TVs, appliances, furniture, mobile plans and insurance.
This next phase brings together its pricing and online shopping models, and fast delivery, while aiming to stay true to the passions and communities that built it.
Karl Winther, CMO of Australian company Kogan.com (Mighty Ape’s owner) says: “We’re excited to bring to market this refreshed expression of who we are and who we’re here for. We have always been here for Kiwis who want to enjoy more of what they love at great value. As the business embarks on a new wave of growth, we wanted to hark back to our mighty apeness and make mighty ape even mightier!”
Unmistakably Mighty Ape
Central to the refresh is the evolution of Mighty Ape’s mascot and brand logo Albert, which has become more dynamic to capture its playful spirit.
The visual identity is simplified, with a refreshed colour palette and overall look.
Amy Frengley, chief thinker at Thinkerbell Aotearoa, says: “Our goal was to keep the soul of Mighty Ape intact while assisting the team in building a system that’s simpler, sharper and more distinctive. It’s confident, a bit cheeky and unmistakably Mighty Ape.”
An unified experience
‘That’s mighty good’ is a simple idea focused on delivering great value at every touchpoint, says Thinkerbell.
From a user-friendly platform to shipping and the Primate membership programme, the platform creates cohesion across the shopping experience.
The refreshed brand will appear across Mighty Ape’s website, emails, audio and visual assets, and social channels over the coming weeks.
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