Union Coop sits at the heart of everyday life in the UAE, particularly for Emirati households. With Tamayaz driving loyalty and grocery spend forming a constant, high-frequency touchpoint, the opportunity was to design a card experience that felt both familiar and elevated.
The brief called for a tiered system across two Mastercard variants, Platinum and World — each clearly differentiated in value and positioning, while remaining cohesive under one shared identity.
Beyond the card itself, the experience needed to extend into the first physical interaction with the brand, shaping how customers receive, perceive, and connect with their card from day one.
Rather than approaching this as a traditional co-brand, we developed a unified design system that allowed Liv, Union Coop, and Mastercard to coexist with clarity and balance.
The system was built to scale across both Mastercard variants, Platinum and World — creating differentiation through hierarchy, material cues, and subtle detailing, while maintaining a consistent visual language that reinforced trust and credibility.
Each card was crafted with its own character.
Platinum was designed to feel confident and contemporary — clean, refined, and grounded in everyday utility.
World elevated this expression through considered detailing and enhanced finish — signalling added value while remaining restrained and aligned with the broader system.
The experience extended beyond the card itself into bespoke welcome packs, shaping a first impression that felt intentional, premium, and cohesive with the card’s design language.
