Liberty burnjOules
Brand identity

Client:

Liberty Life are a progressive African wealth management group, and for more than 50 years, have been delivering innovative long-term solutions. They are controlled by Standard Bank - Africa’s biggest bank.

Brief:

Squiggle was tasked with developing a name, brand identity and strategy for a revolutionary loyalty rewards programme for Liberty to retain and grow their customer base.

Solution:

As the name burnjOules suggests, the brand is about energy, about being energetic and getting active. It is about getting more out of life by being healthier.

burnjOules is fresh, bold and fun with the attitude to match. While being a part of the Liberty stable of brands, the burnjOules identity is fun and energetic. The 'joule' in the wordmark became a graphic device which could be used on every element. The corporate colour is green, but a full and fun colour palette was added to keep vibrant.

Comprehensive guidelines manuals were developed which included primary elements, stationery, signage, vehicle livery, clothing, web design (www.burnjoules.co.za), membership cards etc.

Liberty burnjOules was launched internally in January 2011 and will be launched externally later this year.

Squiggle collaborated with Grant Jabour from Electronicline to complete this project.

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