Afterpay Bondi Mint

Creative Direction

Image showing the Afterpay logo printed in black on white with Pantone text about their custom bondi mint color. In-between are printed swatches of the bondi mint.
Challenge

Afterpay’s new identity was developed as a resolute evolution of the brand and its services to unite the messaging across multiple regions and demographics. This brand evolution made space to have something completely recognizable - Afterpay's own.

Solution

YummyColours used this unique opportunity to design a custom new signature color for Afterpay in collaboration with Pantone Color Institute: Afterpay Bondi Mint. Welcome this new “IT” hue and the next pioneering chapter for Afterpay: an energetic evolution of a service that’s built on trust, champions connection, and rewards everyone.

 

Simultaneously, this new era pays homage to the brand’s Australian roots that have expanded far beyond home to reach millions around the world. Offering a steady departure from the once-ruled palettes of millennial pink, Afterpay Bondi Mint exists as place for authenticity and transparency; a place where nothing is an afterthought. Designed for futurists and optimists alike, Afterpay is showcasing a commitment and promise made to push the envelope in service of their own service, for the betterment of everyone.

Image showing black text on the Bondi mint background. Underneath are the HEX and RGB and CMYK codes written in black on a white ground.
Image showing various products in the Bondi mint color floating in the air. There is a pair of shoes, a water bottle, a handbag, a notebook, a pair of sunglasses, lipstick, lotion. In the middle is a 3D model of the Afterpay logo.
Animation showing all the Afterpay competitors and their brand colors.

Colour is one of the easiest and most effective ways to highlight to a consumer the unique qualities and promise behind the brand, because the color a brand chooses to present themselves is the most tangible representation of who they are.

— Laurie Pressman
VP at Pantone Color Institute
Animation showing the letters in the afterpay logo scrambling and then reorganizing.
Animation showing an oversized Pantone chip saying Afterpay Bondi Mint with paper-waves coming and going.
Image showing various products in the Bondi mint color floating in the air. There is a pair of shoes, a water bottle, a handbag, a notebook, a pair of sunglasses, lipstick, lotion. In the middle is a 3D model of the Afterpay logo.

The launch of Afterpay’s new identity comes at a time when consumers are moving away from paying with expensive credit cards and loans - preferring instead to use their own money to pay over time. “Afterpay enables financial freedom and responsible spending, offering solutions to consumers who want flexibility with payments now more than ever. The collaborative work YC did around the brand's visual representation and tone of voice weaves in core financial wellness and human-centered narratives into merchandising, content, and other means of brand expression.

— Geoff Seeley
Global CMO Afterpay
Image showing a person wearing a Bondi mint teeshirt with the Afterpay logo in black printed on the front. Next to them are two mobile mock ups showing layouts using the Bondi mint color an the Afterpay logo.
Image showing the 3D logo of Afterpay in Bondi mint, tiled on a Bondi mint seamless.
Animation shows overlapping mint green paper-cut-out highways on a mint green background. There are small white pill-shaped "cars" moving around on them to look like traffic. In the center is a street in the shape of the Afterpay logo.
Animation showing miniature mint colored high ways with little white pill shaped cars driving around on the streets. The center of the streets is the Afterpay logo.
Image showing a page on the London Fashion Week website featuring the Bondi mint fashion image.
Image showing a hand watering four plants. Everything is Bondi mint colored and the text says TAKE IT HOME TODAY. PAY IT IN 4.
Image showing four hour glasses and the text saying TAKE IT HOME TODAY. PAY IT IN 4.
Image showing the Afterpay Bondi Mint expo stand from the outside. The main stand is a mint box with two arched entryways and the sides have the logo printed in white as an all over pattern. In between the two entryways there are large mint spheres with the Afterpay logo in black printed on them and there is an oversized mint logo where people can sit. The rest of the expo is black and gray making the mint booth really stand out.
Image showing the interior of the Afterpay expo booth. Everything is Bondi Mint and there is an oversized logo pill which is backlit. In the back is a mint table and two mint stools. On top of the table are black pamphlets describing Afterpay.
Image showing one of the two arched entrances to the Afterpay Bondi Mint expo booth. Looking through the entrance we can see a tall mint desk with two mint stools in front of it. On top of the desk are black pamphlets explaining Afterpay.
Image showing the ceiling of the Afterpay Bondi Mint expo booth. There is an oversized mirror version of the logo reflecting the mint booth and behind the mirror logo there is the black ceiling of the expo hall with spot lights looking like stars.
Image showing the afterpay logo sliced in multiple slices creating dimension and shadow.
Credits
Client:

Afterpay ↗

Afterpay Bondi Mint Content
Creative Direction:

Denize Maaløe, Diego Marini

PM:

Krystal Greven

Photography:

Aaron Bernstein ↗

Afterpay Bondi Mint Expo Stand
Installation:

Ten Hats Agency (Concept, Design, Execution)

Photography:

Francesca Bandiera, Artur Dias

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