Rebrand of eftpos to attract millennials and digital customers

Eftpos has revealed a new look to match its recent digital evolution. The payment system company shared its new logo aiming to appeal to all Australians, especially young people.

The company enables real-time debit payments across the country and boasts its low-cost standards. With this in mind, they have developed a new brand around around the eftpos offering. As its CEO Stephen Benton said, the look is meant to be bold and memorable.

This change is brought on by the need for innovation and has been in development since last year. Eftpos announced improvements and new fintech services in December of last year. These include:

  • Mobile Wallets
  • eCommerce
  • Digital identity
  • APIs and Fintech access
  • National QR code payments rollout

Along with the logo, there is a new motto: ‘Good for Australia’. Both the logo and the motto were developed in collaboration with design agency Hulsbosch.

Jaid Hulsbosch, director at Hulsbosch said, “This iconic Australian brand is back with a defined brand story and a stand-out, relevant symbol. A vibrant upgrade in colour and an evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.”

But this change will come slowly. There are over 50 million cards awaiting to be stamped with a new logo. Whether you like or dislike the new look, it is clear that eftpos is intending to roll with trends. So far, it seems, reviews are positive.

“Extensive market research and consumer feedback from pre-launch testing has been extremely positive, confirming the new brand retains all the elements they uniquely associate with eftpos as a humble Australian innovator doing good for Australia,” said Benton.

Photo by hellooodesign on Unsplash.

Marija Mrvosevic
BY Marija Mrvosevic ON 15 March 2021
Marija Mrvosevic is the editorial intern at Marketing Mag.