StarHub, Singapore’s second-largest telco, set out to launch a new MVNO price-fighter brand targeting price-sensitive older Singaporeans and expat workers. We created Eight - a culturally resonant brand rooted in the symbolism of luck, drawing inspiration from auspicious Chinese numerology and iconography from Malay, Indian and Sri Lankan communities. Built around the idea of ‘Live Lucky,’ the identity features coin-inspired branding and the mascots Ba & Ba (Luck & Lucky), helping the brand connect playfully and powerfully with its audience - contributing to its rise as the fastest-growing MVNO in Singapore.