Rewarding loyalty with clarity, consistency, and character.
Set up as AB InBev’s rewards platform, MyCooler was designed to give something back to loyal beer drinkers, offering points for purchases that could be redeemed for everything from free products to branded merch. But as the platform grew, things started to feel fragmented. Messaging lacked cohesion, visuals were inconsistent, and the brand struggled to connect with its varied audience - new users, inactive accounts, and die-hard fans all needed something different. We partnered with the MyCooler team to reframe how they showed up. Through a collaborative strategy phase, we defined their brand vision, values, and personality. From there, we translated the thinking into a robust set of brand guidelines and a suite of design templates, equipping the team with the tools to create content confidently and consistently across every channel.
Before jumping into design, we partnered closely with the MyCooler team to build a strong strategic foundation. Together, we ran collaborative workshops to unpack their Why, What, and How, define core brand values, and use personality sliders to land on the right tone of voice. These sessions gave us clarity on what MyCooler truly stood for, not just as a rewards platform, but as a brand that celebrates loyalty, community, and good times. This thinking shaped the identity from the ground up, guiding everything from messaging to design with purpose and consistency.
