Pattern of reward coupons in purple and white with yellow text, featuring offers such as 5x, 10x, 21x, and bonus points.

Brand Identity – Communications

Cashpoints.
Save & spend instantly.

The team that introduced AA Smartfuel to New Zealand was preparing to launch a new loyalty programme for the country.

Unlike AA Smartfuel, Cashpoints was not supported by an established parent brand. It needed to stand on its own two feet quickly, building credibility with both the customers who would use it and the retail partners coming on board.

Cashpoints had a clear point of difference in the market: it was simple to use, easy to understand, and offered instant redemption. The brand needed to reflect that same clarity, while standing apart from the competition in a busy and highly promotional retail environment.We built a new brand identity and a flexible system for how Cashpoints would appear across third-party retail partners.

This included the core logo, brand colours, typography, loyalty cards, point-of-sale material, digital design guidelines, and the rules for how the brand would be applied across partner environments. The result was a brand that felt friendly, approachable, and distinctive. In a cluttered retail landscape, Cashpoints had the confidence and clarity to stand apart.

A purple box with yellow and white text reading "cash points" on a purple background.
Colorful text block with the phrase "It's like your own loyalty program but ... but better!" with purple text on a light purple background and a yellow highlight behind the words "but ... better!".
A collection of digital presentation slides about Cashpoints Partner Toolkit, featuring titles, diagrams, and information on brand assets and reward programs, primarily using purple, yellow, and white colors.
Image of three smartphone screens displaying a rewards app called 'Cash points'. The left screen shows a welcome message to Jordan with rewards points balance, a promotional section for liquor brand offers, and a colorful bottle graphic. The middle screen depicts steps to enable push notifications on the app. The right screen presents a barcode and QR code with account info and a pin, related to the rewards program.
A purple and yellow cash points card and a receipt with barcodes, on a purple surface.
Four icons in purple outline on a yellow background: a coin with a lightning bolt and dollar sign, a heart with a dollar sign, a smartphone with a winking face, and a coin with two arrows forming a circle.
Promotional flyer for CashPoints app with purple, yellow, and white color scheme, featuring a hand holding a purple card, and text promoting loyalty program and instant cash collection.
Graphic illustrating 1 cash point equals 1 dollar sign with colorful abstract background.
Infographic about earning and spending cashpoints with Cashpoints partners, including instructions for collecting and spending, download options via app or website, and QR code for registration.
Printed promotional flyer with purple and yellow branding for Cash Points, featuring information about earning cash rewards, bonus points, and how to start.
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