Brief: Brand a dating platform that finds matches based on personality types. Show that by focusing on attraction to personality first, rather than looks, individuals will find a deeper connection and have a higher chance of having a successful long lasting relationship.
A distinguishable brand name
A minimal and effective logo
A snappy tagline
Social Media advertising
Outdoor billboard advertising
The Myers Briggs Type Indicator (MBTI) was developed with the purpose of indicating differing psychological preferences in how people perceive the world around them and make decisions. Matching people according to this method would arguably create less superficial relationships, with love based on personality, not looks.
According to the MBTI certain personality types work well together. It is on this premise that Pear was created: to pair people with certain psychological preferences, and so the name comes from the idea that two people really can match; connect; fit together; pair.
The logo is made up of two halves that connect together to form a pear, giving the resemblance of Yin and Yang. This philosophy believes that opposites complement each other, with each side having a core element of the other. These notions can be linked to two individuals in a relationship complementing each other.
The brand’s audience is quite young and contemporary and for this reason, the brand colour is a bright pink, designed to attract the younger audience and evoke emotions of warmth, hope and love. It does not speak of lust and passion, but rather romance and charm, thus reiterating that it is these that create a pairing first.