One smart loyalty card for nine retailers

Xtra
–
Rebranding

The client

Xtra is the updated loyalty card of Colruyt Group. It was designed to reward customers for their loyalty to the group's various brands, such as Colruyt, Bio-Planet, and Spar. The Xtra card replaces the previous “Extra!” Colruyt loyalty card and is intended to provide a seamless experience across the different brands.

The challenge

The challenge was to reposition the existing loyalty card and make it suitable for all Colruyt Group stores. This required a cross-brand card that had to be accessible both physically and digitally, via an app and smartwatch. It was important to create a visual identity that suited all brands within the group without compromising their individuality.

The result

We've shortened the name from “Extra!” to Xtra and designed a colorful, recognisable X logo. This logo fits into the visual identity of all the brands involved. The accompanying app was a great success and was the most downloaded app in the Apple App Store for a few weeks after launch. Thanks to the Xtra card and app, customers can now easily and flexibly enjoy all the benefits at various stores within the group.

Xtra is Colruyt Group's loyalty card designed to promote customer engagement across various brands within the group, including Colruyt, Bio-Planet, Spar, and many others. It was essential to create a cross-brand card that was accessible both physically and digitally (through an app and smartwatch). We shortened the name from 'Extra!' to Xtra and designed a colorful, recognizable X-logo that fits within the visual identity of all involved brands. The accompanying app was, after its launch, the most downloaded app in the Apple App Store for several weeks.