Hinting their youthful and welcoming identity, the name Avo is derived from the super fruit avocado which has conquered the love of many in the recent decade. Avo was chosen to represent how the brand’s services are powerful and protective, just like the nutritional fruit itself and how insurance should be. And Cado, the brand’s mascot, was created to evoke a sense of friendship, becoming everyone’s trusty digital companion for a fruitful life. As an ambassador of Avo, Cado unfolds different facets of the brand and breathes a new life to the normally considered flat and brand-dominant insurance industry.

In order to establish a distinctive brand identity, we built a unique tone-of-voice to communicate with the millennials in an appealing way. We incorporated innovative technology with engaging messaging to penetrate the new target market. Avo speaks like everyone’s best-friend, and educates the audience the complexity of insurance services in a simple yet informative manner. Intentionally staying away from jargon-filled contents, Avo believes professionalism and credibility are built upon clear communications of expectations, and most importantly, mutual trust.

Visual elements are also another crucial pillar in the whole brand development project. Taking inspirations from the root of the brand — avocado, the palette includes the use of vibrant greens and bright yellows, balanced with a dash of neutrals. Complemented with lively and dynamic graphics, the overall visual identity conveys a happy, cheerful and inviting brand character to reach the potential young audience in a personable way.