Show Money Who's Boss

Tabby replaced the gradients and glossy 3D of fintech with a warm hand-drawn system built on characters called the Monions, custom type set to read equally in Arabic and Latin, and photography of real customers and merchants. The identity went live on the app and website first and then broke out as an out-of-home campaign across the UAE.

The brief

Tabby's customers in Saudi Arabia and the UAE, as the pay-later service grows into a full money app.

The idea

Ragged Edge swapped fintech gradients and glossy 3D for hand-drawn characters called Monions, custom type that reads in Arabic and Latin, and photos of real customers, launched in-app first, then on UAE outdoor.

What to borrow

Stepping away from the visual codes every fintech shares gives a money app a look that is clearly its own.