Our client Mobistar launched a new online-only prepaid telco card, targetted to the growing group of smartphone users for whom mobile Internet is more important than calling or texting. Prophets recommended an ‘unbrand’: a brand that isn’t. No emotional connection, no promise, no story. The product has no name, but is named after the category: Internet On Mobile.
We translated this with a no-nonsense tone of voice and a tight graphic framework: just text on a colored background, no additional graphics or illustrations, no unnecessary information, even keeping the typography as basic as possible with usually just 2 fontsizes and 2 colors for the text.