24 Nov 2020

A new brand for EZ-Link embraces Life's Little Wins

EZ-Link, the pioneer of contactless payments in Singapore, announces its new brand direction created by Superunion. 

EZ-Link, the pioneer of contactless payments in Singapore, announced its new brand direction created by Superunion.

The new brand centres around the idea ‘For Life’s Little Wins’ to underscore the brand’s mission of eliminating hassle and enabling possibilities for customers in the little moments across their daily lives. To kick off this brand refresh, EZ-Link has unveiled its enhanced mobile EZ-Link Wallet designed to bring greater convenience and rewards to users. Aligned with Singapore’s Smart Nation aspirations, this move is part of EZ-Link’s ongoing strategy of building its ecosystem of digital services to better serve consumers in their daily lives.

Nicholas Lee, Chief Executive Officer of EZ-Link, said: “As we push forward in our digitalisation journey, we must always put people at the heart of our innovation. This is in line with our new brand direction, which is rooted in the belief that our everyday life is lived in small moments that can be turned into little wins. Whether it’s providing added convenience to consumers through mobile EZ-Link card top-ups, or letting them redeem their favourite bubble teas on our Rewards platform, we can leverage technology to enhance their everyday tasks, and help them enjoy the little wins.”


EZ-Link and Superunion reviewed the nomenclature and architecture of its products and services. New and existing products will now be housed under three sub-brands: EZ-Link Motoring, EZ-Link Rewards and EZ-Link Wallet. Each sub-brand provides a specific type of product or service offering, allowing for better consumer navigation and focused areas of innovation.

As part of the rebranding, Superunion created a new logo and refreshed the brand’s corporate website and EZ-Link App.

This new visual identity reflects their renewed focus on digital transformation, while still maintaining key elements that have become strongly associated with the brand. A new graphic system of dynamic celebratory stripes provides a simple representation of EZ-Link rewards as they are accumulated and redeemed.

Scott Lambert, Creative Director of Superunion Singapore, shares: “We are delighted to work with a brand that lives in the hearts of so many people. The new visual system allows the brand to expand its role in the lives of Singaporeans, and is the result of a rewarding, collaborative partnership with the EZ-Link team. We’re excited to see it where it will go next.”

EZ-Link’s revamped website can be viewed at www.ezlink.com.sg, and will be introducing new app and service features from 24 November 2020.