AUCKLAND, Today: Mighty Ape has given itself a bit of a glow-up, unveiling a fresh new brand platform, updated identity, and a sharper strategy for its next phase of growth.
The refresh introduces “That’s Mighty Good,” a new platform designed to bring the brand’s personality, value story, and expanded retail offering together under one very Mighty Ape-shaped umbrella.
Once best known for games, tech, books and all things enthusiast-friendly, Mighty Ape now stretches across TVs, appliances, furniture, mobile plans, insurance and everyday essentials.
The idea is to make the brand feel broader without losing the weird, playful, proudly Kiwi energy that made people love it in the first place.
“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” said Karl, CMO of Kogan.com.
“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!”
“We have always been here for Kiwis who want to enjoy more of what they love at great value” – Karl, CMO of Kogan.com
A big part of the refresh is Albert, Mighty Ape’s much-loved mascot and logo, who has been reworked with more confidence, expression and cheeky charm.
The updated Albert is designed to give the brand a more dynamic face, while still feeling familiar to long-time fans who remember Mighty Ape’s hobbyist roots.
The new visual system is bolder and simpler, with a refreshed palette and broader look that nods to the brand’s energy, humour and 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,” said Amy Frengley, Chief Thinker at Thinkerbell Aotearoa. It’s confi dent, a bit cheeky and unmistakably Mighty Ape.”
At the centre of “That’s Mighty Good” is a pretty straightforward promise: great value, easy shopping, fast delivery and a little personality along the way.
The platform will roll out across Mighty Ape’s website, emails, social channels, audio, visual assets, packaging and delivery touchpoints over the coming weeks.
Share this Post
