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LEGO | VIP
BRAND REFRESH

LEGO® came to R/GA looking to refresh the brand of their customer loyalty program, VIP. They needed it to appeal to their core shopper (parents), feel premium but not exclusive, and stand out in the crowded LEGO universe.

We delivered a bold, playful and visually striking identity that is both unmistakably LEGO yet distinctly VIP. The brand is anchored by LEGO blue and brought to life by a unique set of LEGO's iconic minifigures. It's a personalizable system that can easily flex across all of their channels.



MVD 2021 (C)
CARGO COLLECTIVE