Loyalty Cards...

I have been asked to design a loyalty card that fits in with the overall branding for Cake&Co. I have looked for existing loyalty cards that you get in places like Nero or Costa, though they seem few and far between. The majority are very simple, printed on both sides, and generally just have some form of image that is stamped or crossed off to indicate that a beverage has been purchased. These images are the examples that I was able to find...



1. Nero
This is the first thing that springs to mind when I think of a loyalty card (maybe I buy too much coffee from Nero?). The design is very simple, the images that are crossed off are views of empty cups from above, which is quite clever. The colours are specifically taken from the branding, and are complementary, so the design works quite well. The design is one sided, the back is usually reserved for advertising a new product.

2. ?
No idea where this loyalty card is for, but it is quite nice. The design feels very christmassy, but the overall layout is quite suitable. The squares are very clear, and can easily be shown to be crossed off. 20 seems like a lot of coffees to buy to get something free! The design looks very large, probably excessively so as the design could be double sided.

3. Costa
This design is quite interesting - the squares are very plain, and a little boring. The design on the front is friendly and inviting. The colours are nicely complementary, and the text stand out. Overall this design is endearing and engaging.

4. Xpress
This design is pretty awful. There is no real explanation as to what the card is for and overall it is a pretty dull design. I think that it is probably for a one off, and quite low quality coffee shop.

5. Harbourside Coffee
This design is a little over the top. There is space for advertising, the logo is quite large and on both sides. I think that all together there is a bit too much going on here, the design could be much lower key and less cluttered.

6. Food Secret
This seems to be more of a voucher than a card, but never mind. The design is actually quite good - the circles are contained within a sort of speech bubble, which is friendly and speaks on a more personal level. I get the impression that this may not be a chain of coffee shops, but a stand alone shop that takes care with it's advertising and branding. The colour is minimal (probably just one colour and the stock) which is a cheap, but effective way of producing a simple piece of brand product.