Bank Audi Design & Branding LOUBNANI by Tagbrands


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Industry Credit Cards
Media Design & Branding
Market Lebanon
Agency Tagbrands
Released August 2010

Credits & Description

Category: Consumer Services
Advertiser: BANK AUDI
Product/Service: CREDIT CARD
Date of First Appearance: Aug 10 2010
Entrant Company: TAGBRANDS, Beirut, LEBANON
Senior Graphic Designer: Maya Tayara (TAGbrands)
Senior Graphic Designer: Rima Kazimi (TAGbrands)
Graphic Designer: Hasan Bdeir (TAGbrands)
Media placement: Loubnani Full Option Kit - Mailed To Applicant/client - August 2010
Media placement: Loubnani No Option Kit - Mailed To Applicant/client - August 2010
Media placement: Flyer - Press Conference, Bank Branches - August 2010
Media placement: Posters - Bank Branches - August 2010
Media placement: Mug/Coasters/Bag - Distributed To All Bank Employees, Press Conference - August 2010
Media placement: POS Roll - Mailed To Participating Merchants - August 2010
Media placement: Merchant Sticker & Tent Card - Mailed To Participating Merchants - August 2010

Describe the brief from the client
The brief was to design a “Loubani” brand image to remind the cardholder of the devoted Lebanese national heritage message.
The "Loubnani" MasterCard Credit Card from Bank Audi is specially designed to represent the Lebanese national and to fit his/her unique lifestyle. It is a combination between the ancient past in terms of design and the modern present in terms of content. The Loubnani Credit Card Box contains a membership kit and one of five designs of the Loubnani MasterCard Credit Card.

Describe the challenges and key objectives
Bank Audi’s objective with the “Loubnani” MasterCard Credit Card was enhancing the value of the Lebanese Lira and focusing on the importance of using it to boost economic activity in Lebanon.
Bank Audi wanted to design a product to improve the purchasing power of employees who are paid in Lebanese Lira, and express a permanent effort to reconstitute the Lebanese middle class, which plays a substantial role in boosting economic activity. The challenge was to create a product which provokes an instant nostalgia for Lebanon, reminding the user of their emotional attachment and social responsibility towards the nation.

Describe how you arrived at the final design
The agency developed five different “Loubnani” MasterCard Credit Cards designed to combine notions of Lebanese heritage mixed with its modern-day culture. Images of heritage sites in Lebanon such as Beirut, Baalbeck, and Jeita are used as main graphical elements. The “Loubnani” cards were produced with a cedar-scented material which gives its holder the opportunity to remember the scent of the country’s Cedar Tree as a national symbol every time they uses the card. An Arabic calligraphic logo on the front of the card reads ´Loubnani´, translating to ´My Lebanon´, provoking the heritage of the country to all Bank Audi clients.

Give some indication of how successful the outcome was in the market
The “Loubnani” cards were launched in August 2010 and are expected to become the favorite credit card of the Lebanese because they take root in their pride in the Lebanese culture and heritage, as well as in the Lebanese people’s love for their country. In the first 2 months of their release 6,000 Loubnani cards were sold by Bank Audi, contributing to the company achieving a 43% market share of all credit cards sold in Lebanon and helping to limit the “dollarization” effect on the Lebanese economy.