Mighty Ape unveils major brand refresh and ‘That’s Mighty Good’ platform via Thinkerbell NZ

Mighty Ape, one of Aotearoa’s leading online retailers for games, tech, books and more, has unveiled a major brand refresh via Thinkerbell Aotearoa, sharpening its strategy and refreshing its iconic identity for a new era of growth.

At the heart of the update is a new brand platform, “That’s Mighty Good,” representing a significant shift in Mighty Ape’s visual and verbal expression.

Mighty Ape has expanded beyond its core hobbyist roots into a broader everyday retail offering including TV’s, appliances, furniture, mobile plans and insurance. This next phase clarifies the brand’s role in the New Zealand market, bringing together market leading pricing, easy online shopping and fast delivery, while staying true to the passions and communities that built it.

Says Karl Winther, CMO, Kogan.com: “We’re excited to bring to market this refreshed expression of who we are and who we’re here for. We have always been here for Kiwis who want to enjoy more of what they love at great value.

“As the business embarks on a new wave of growth we wanted to hark back to our mighty apeness and make mighty ape even mightier!”

Central to the refresh is the evolution of Albert, Mighty Ape’s beloved mascot and brand logo. Reimagined with greater confidence and expressiveness, Albert becomes a more dynamic symbol of the brand, capturing its distinctly Kiwi humour and playful spirit.

The new visual identity introduces a bold and simplified system, breathing new life into its palette and broader look and feel as a nod to the brand’s energy, personality and unique heritage.

“Our goal was to keep the soul of Mighty Ape intact while assisting the team in building a system that’s simpler, sharper and more distinctive,” says Amy Frengley, Chief Thinker at Thinkerbell Aotearoa. It’s confident, a bit cheeky and unmistakably Mighty Ape.”

“That’s Mighty Good” is a simple idea focused on delivering great value at every touchpoint. From great prices and an easy-to-use platform, to fast shipping and the growing Primate membership programme, the platform brings cohesion across the entire shopping experience, from social and digital to packaging and delivery.

The refreshed brand will appear across Mighty Ape’s website, emails, audio and visual assets, and social channels over the coming weeks, bringing the new platform to life across key customer touchpoints.

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