Infinite Charge Warranty
Identity Design | Brand Development | Video Direction
After Developing one of the most supple and durable cables ever made, we felt confident that once purchased people would become quick converts. However, we also understood that to get to that point, we needed something more to give them a reason to choose our cable over all the tangled mess of cords available on the market.
Given how quickly we all go through cables, a true lifetime warranty was seen as a great differentiator. The challenge though is that no one believes in lifetime warranties because they always come with fine print. So we needed to come up with branding for this warranty to convey that it was a truly fine-print-free, lifetime warranty.
Given how quickly we all go through cables, a true lifetime warranty was seen as a great differentiator. The challenge though is that no one believes in lifetime warranties because they always come with fine print. So we needed to come up with branding for this warranty to convey that it was a truly fine-print-free, lifetime warranty.
The name needed to clearly differentiate itself above "lifetime warranty". Infinite Charge Warranty was chosen for both its clear raising of the stakes, as well as the great iconography that it provided. The infinity symbol/charging cable combination was felt to be a punchy and memorable icon that could be developed as either 2D or 3D variants and used in a variety of marketing campaigns, social media and packaging.
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