Must Love Mac_
Bangkok — 2016
Following the arrival of official Apple stores in Thailand, Copperwired, a long-time partner and premium authorized reseller for Apple, looking to develop a new brand to reconvert its existing stores while expanding its offer and its reach.
Created to embody Apple's original ethos, Copperwired's new brand MUSTLOVEMAC_ aimed to be a place where "man meets mac and mac meets life". Through selling side by side Apple products and lifestyle accessories that are part of the Apple ecosystem and design approach, MUSTLOVEMAC_ gathers in one place all the best gear in a more lively style that suits Bangkok's atmosphere better.
The original Hello from Apple's old ads were chosen as a tagline to emphasize the friendly brand voice cutting away with Apple's minimalistic - almost stark - image. For the same reason, a throwback to the original Apple colors was chosen and used to define a series of categories, diving products, and services.
Rebranding — VI