Must Love Mac_ – Julien Cornelius

Must Love Mac

+ DETAILS

Year

Location

Client

Industry

Scope

Role

2016

Bangkok, Thailand

Copperwired x Apple

Consumer electronics / Lifestyle

Brand identity, Strategy, Packaging design, and Retail design

Lead Brand designer

Year — 2016

Location — Bangkok, Thailand

Client — Copperwired x Apple

Industry — Consumer electronics / Lifestyle

Scope — Brand identity, Strategy, Packaging design, and Retail design

Role — Lead Brand designer

Work completed via Whitespace ⤤

BACKGROUND

Prior to 2016, Apple was fully relying on selected premium resellers for the Thai market. For years Copperwired partnered with Apple to provide the most Apple-like experience. Following the official launch of Apple stores in the kingdom, both companies looked to reconvert the existing store by launching a new brand.

PROCESS

Created to embody Apple's original ethos, MUSTLOVEMAC_, now rebranded as A.I (Apple Intuition), 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, accessories, and more in a lively style that better suits Bangkok's atmosphere.

The original Hello from the iconic 1984 Macintosh ad was chosen as a tagline to emphasize both the friendly and inviting brand voice cutting away from (back then) Apple's minimalistic - almost stark- image while linking to its history. For the same reason, a throwback to the original Apple colors was chosen and used to define a series of categories, products, and services.