MoneyBack is a Hong Kong-based shopping reward scheme, with a partner network of 11 A.S Watson-owned retail brands; including Fortress, PARKnSHOP, SU-PA-DE-PA, Watsons and Watsons Wine.

In 2016, in parallel to a consolidation of the overarching MoneyBack proposition, we began an extensive revamp of the MoneyBack brand. It was designed to reflect MoneyBack’s unique ‘shared world of benefits’ across brands, stores and customers. The reworked proposition and brand were designed to drive increased customer engagement across a broader number of retail partners.

Our work revolved around a new brand idea for MoneyBack: ‘Share more. Enjoy more’. This idea informed a new visual identity, brand and communications guidelines, app and web design – with assets rolling-out across Hong Kong in June 2017.