Mastercard Introduces Macaron Packaging as Part of Brand Expression
Mastercard has introduced two bespoke macaron (French macaroon) flavors, Passion and Optimism, in the latest manifestation of its multisensory brand expression, arriving on the heels of the launch of its first flagship restaurant, PRICELESS, in New York City.
“People expect a lot, but sometimes what they don’t expect can make a more lasting impression,” said Raja Rajamannar, chief marketing and communications officer, Mastercard. “With this first taste of Priceless, we are pushing our brand into uncharted territory and building on our expertise in creating the most extraordinary and delightful culinary experiences that you can get exclusively with Mastercard.”
Conceived by Kreëmart, and crafted by Ladurée in the colors of Mastercard’s iconic interlocking circles, the two original macaroon flavors embody the key attributes of the company’s brand personality as well as its symbol. Passion represents the company’s energy and commitment to helping people get closer to the things that they love. And Optimism signifies its confidence and efforts to making the world a better place. Together, they champion the brand’s platform to Start Something Priceless.
Kreëmart conceptualized the flavors through Mastercard’s responses to the Papillae Questionnaire, which is used to translate one’s identity into taste. The resulting Priceless macaroons are a powerful duo that use the fruits of custard apple and yuzu, respectively, as the raw ingredients for Passion and Optimism.
This brand expression is the latest evolution in Mastercard’s multisensory identity and its efforts to create tangible “Priceless” experiences for its cardholders. Earlier this year, Mastercard removed its name from its logo, leaving only the iconic symbol of two overlapping circles; debuted a global sonic identity that’s being heard around the world; and reimagined its culinary strategy by opening its first permanent restaurant, Bistro by Mastercard in the Rome International Airport. As well, it opened its flagship restaurant, PRICELESS, with a pioneering, fully immersive restaurants-in-residence model at Spring Studios in New York City.