This is about the brand of LOCA Mobility and Cashbee BI.
It’s the brand of a small payment prepaid card, which can be used not only in distribution industry (e.g. mart, department store and etc. with Lotte membership), but also in a broad range of transportation industry.
USP : can be used in a broad range of distribution industry, not to mention small designated stores like a convenience store
Brand Direction : easy and simple ‘Money of New Concept for Modernist’ for both distribution and transportation, which is clearly differenced from competitors whose brand image is stuck to transportation.
To be associated with product category: distribution image = transportation image
Easy enough for common target segments: comfortably accepted to all ages and both sexes
With short syllables enough to connect to partnership cards and SVC later
All ages and both sexes regardless of their occupation and credit status
Naming: rationality > emotion
Design: emotion > rationality