*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Hijack Byejack is a brand of bulletproof auto glass that we created for the Lebanese client MSCA (M. Special Car Armoring). In Lebanon, armed car hijacking is a threat.
The majority of the target consumers of Hijack Byejack glass are men in high positions with high salaries, who order this glass to protect their wives, sons and daughters in their cars. Therefore, it was important to create a strong emotion in addition to the functional association that would communicate protection from criminals – hijackers or carjackers.
Therefore, we proposed the name Hijack Byejack, as a humorous way of describing the act of greeting the hijacker (Hi Jack) and then escaping him (Bye Jack). This name is not frightening, but instead communicates safety and escape from criminals, and is easy to remember thanks to the play on words. The visual identity was developed by Manasteriotti∞Marićdesign agency. The logo is a hand facing outwards meaning stop (violence), with a ski mask, giving it more character.
Senior Brand Consultant: Anja Bauer Minkara
Naming Consultant: Anja Bauer Minkara
Brand Implementor: Jelena Mezga
Art Director: Igor Manasteriotti
Designers: Igor Manasteriotti, Mia Marić