We Launch, an independent brand and digital agency, has delivered a disruptive, streamlined rebrand for e-wallet platform Swapi as it looks to revolutionise the loyalty sector upon its launch later this month. By partnering with the likes of American Express and Mastercard, Swapi enables brands to shift unredeemed loyalty points at zero cost whilst ensuring their customers don’t lose out.

The rebrand follows the recent closure of a £860,000 funding round by the start-up, an impressive endorsement of Swapi’s ambition. We Launch was challenged with reinventing Swapi’s existing brand assets, which had existed across both physical and digital touchpoints, for a digital-first consumer experience which conveyed the flexibility and ease of Swapi’s proposition for both B2B and B2C audiences.

Central to the new brand identity is a rethink of Swapi’s existing brand icon, the ‘S’. We Launch reinvented the shape of the icon to make it truly ownable and drive stand-out within a digital wallet. The icon was also used to craft a “super graphic”, providing an immersive and fresh visual language which the Swapi brand lacked previously.

A vibrant colour palette of contrasting oranges and purples create a sense of visual excitement and enjoyment, whilst movement in the bespoke logo and typography demonstrate the brand’s ability to seamlessly unlock loyalty points across multiple vendors for an elevated shopping experience.

Stuart Lang, founder and creative Director, We Launch, commented: “We wanted Swapi’s launch to be accompanied by a bold and vibrant visual identity which is representative of their role as a real market disruptor and flexibility works across both its B2C and B2B target audiences. By leveraging the brand’s USPs, we were able to create an identity which focuses on the key benefits for both audiences and drives stand-out within a digital wallet.”

Pete Howroyd, CEO and Founder at Swapi added: “We Launch has helped bring Swapi into the digital realm by creating a fun and a vibrant, new brand personality which conveys the ease of proposition and matches our ambition to disrupt the loyalty sector. We are really pleased with the results and the quality of ownable assets that work seamlessly across all of our touchpoints.”