The part-payment platform grew from a shopper base of 2 000 to 80 000 in 12 months and had a merchant onboarding from 140 pre-Covid to a current figure of over 650.

Kenne Loubser, head of marketing at Payflex, says that the refresh is a key component of a much broader digital payments strategy focused on creating greater flexibility, ease and security for consumers and businesses.

"Covid provided us with a valuable opportunity to take a step back and ask what we wanted our brand to stand for and where we needed to take it in order to make that happen," says Loubser. "What started out as a new strategic approach for the brand evolved organically into a brand refresh as a natural byproduct of moving the brand to the next level."

"The new branding is a bold move that symbolises the Payflex evolution from neophyte startup to market leader in the BNPL space; it reaffirms the brand's commitment to changing the shopping experience, making it effortless and fun while empowering people through the Internet economy," adds Loubser.

Inspired by local agency creativity and international best practices, the new look uses contrasting colours of mauve against navy in order to make a striking visual impression. The new look includes a logo that is clean, modern and aspirational. It aims to be in line with enabling shoppers to get the product they desire while facilitating merchants with a state-of-the-art win-win payment solution.

Loubser says, "Key to the success of the brand refresh was the synergy between the platform and The King James Group. Their warmth, innovative approach, as well as a solid understanding of how to take the Payflex brand to the next level meant there was an immediate cultural fit. We felt they understood where we fit into the market and what we want to achieve from a demographic level through our mission of providing shoppers with a debt-free shopping solution."

Lauren Mitchell, group head art director at The King James Group, says that the project was a real collaboration between creative and innovative thinkers.

"No idea was too big, no detail was too small to notice and above all, it was a real collaboration between creative and innovative thinkers. And it was a way of working where the results speak for themselves," adds Mitchell.

Kabelo Lehlongwane, integrated strategy director at The King James Group, says that the agency's goal was to build an authentic brand. "Our goal was to encapsulate the joy that shopping can bring for millions of people, especially when done in a way that is sustainable for consumers," Lehlongwane adds.

Loubser says that the new positioning reflects the brand's functional essence, which is making the world more shoppable by providing an experience that is easier, safer and more fun. It also entails having a key focus on a customer-centric approach that offers flexibility and reliability to navigate a new and better way of living.

Graeme Jenner, executive creative director at The King James Group, says, "In most homes around the country, debt is the humongous elephant in the room. This is why it has been so refreshing to create a piece of work that signals what will hopefully be the beginning of the end for South Africa's debt culture."

Loubser concludes, "A new generation of shopping has indeed arrived in South Africa, putting shoppers firmly in the driver's seat when it comes to how they pay."

For more information, visit www.payflex.co.za. You can also follow Payflex on Facebook or on Instagram.