ShopBack

ShopBack

2022

Discipline

Brand Identity

Client

ShopBack

Industry

Finance, Technology, Retail

ShopBack began in 2014 with a simple model: give shoppers more value while helping merchants win new and repeat customers. By 2022, it was operating in ten countries, but cashback still came with a learning curve and its reward was often delayed.

Our brand audit found something stronger than the mechanics of cashback. The start-up’s original never-say-die spirit was still present across the company. Small gains added up, and every day was another chance to do better. For shoppers, even a good deal felt better with something extra. That insight became the line: “For the wins.”

The SB Spark combines the letters S and B in a more energetic symbol. A sharper wordmark replaced the rounded naivety of the earlier identity. Rather than abandon the red ShopBack had already built equity in, we intensified it into Orange Beat and paired it with black.

Our brand audit found something stronger than the mechanics of cashback. The start-up’s original never-say-die spirit was still present across the company. Small gains added up, and every day was another chance to do better. For shoppers, even a good deal felt better with something extra. That insight became the line: “For the wins.”

The SB Spark combines the letters S and B in a more energetic symbol. A sharper wordmark replaced the rounded naivety of the earlier identity. Rather than abandon the red ShopBack had already built equity in, we intensified it into Orange Beat and paired it with black.

The system moved away from the single-colour blocks common in the category. A broader palette, flexible lock-ups and graphics built from the SB Spark gave the team room to create across retail, out-of-home, in-app, digital and environmental formats.

The guidelines also considered partners, affiliates, new ventures and future product features, so the identity could grow with the business.

When the assets were handed over in June 2022, the in-house team and HeadQuartors quickly carried the system into the ShopFest relaunch. The result was not a new personality, but a clearer expression of the one already there.