Must Love Mac
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
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.
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.
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