SK Muffin
Opening the Era of New Mobility
SK Muffin leading the way in mobility services
SK Energy is Korea's leading oil refiner and has been leading the domestic oil refining industry for many years. To lead the transformation of the new energy era, SK Energy introduces SK Muffin, an integrated mobility platform. It provides integrated management of all services needed for mobility through the SK Muffin app and proposes an innovative mobility lifestyle. BAT developed a new brand identity for Muffin, aiming to embody this new way of living.
Challenge
Unifying all aspects of mobility management beyond refueling
SK Energy was the first oil company to successfully extend mobility life beyond refueling with 'N-Clean Membership,' allowing customers to enjoy a variety of lifestyle benefits across the country. SK Energy then recognized the need for a larger platform to keep up with the rapidly changing market and developed 'SK Muffin.' BAT's goal for the new identity was to make the concept of 'integrated mobility management service,' which was still new to the market, easily recognizable and relatable so that it could successfully make its initial entry into the market.
Our Approach and Solution
Mobility experiences that seamlessly flow together
SK Muffin has brought a new phase to mobility life by enabling customers to organically and conveniently experience vehicle management services such as gas, car wash, and membership on one platform, instead of having to use them separately. SK Muffin's new brand concept is 'Seamless Movement,’ with the core values of 'Convenient' for continuous convenience, 'Organized' for systematic management of mobility, and 'Relived' for reliability.
Effective succession of parent brand equity
As a new service entering the market, one of the strategies was to borrow a visual connection to its parent company, SK Energy, which is highly trusted by the public. SK Muffin's new identity was created by inheriting the assets of the parent brand, but reinterpreting and expanding on them as a brand that leads innovation. In addition, as an O2O platform that starts online and leads to offline experiences, we set a strategic direction to seamlessly connect the two experiences.
The new face of mobility services
Starting with various motifs such as the Road, which represents the essence of mobility, the Road Frame in the form of an M representing the service name, and the Pin Graphic, which represents SK gas stations, BAT created a symbolic visual language to intuitively recognize SK Muffin. This visual language was developed into a flexible graphic system that can be used at various customer touchpoints online and offline, and combined with customer-centered verbal language assets, it shows a new face as a reliable and convenient mobility service.
Conclusion
Connecting services, unlocking convenience
Starting with the integrated mobility management service, SK Muffin has been pursuing continuous innovation to ensure that customers with vehicles receive various benefits and enjoy a seamless mobility life. In collaboration with BAT, SK Muffin has laid the foundation for this goal and is pioneering a sustainable future through convenient transportation.
