Fintech branding has a look, and you definitely know it when you see it. Gradients that go on forever, 3D icons buffed to a showroom shine, illustration so generic it could belong to any app in the App Store’s finance category. Tabby just tore that playbook up.
The Middle East’s largest financial services app has unveiled a full brand identity overhaul built with London agency Ragged Edge, marking its shift from a buy-now-pay-later checkout tool into what it’s calling a complete money app. The rebrand lands alongside the launch of Tabby Cash, a new spending account for holding, sending and spending money in one place — and it’s backed by real scale: Tabby has grown to more than 25 million customers across Saudi Arabia and the UAE since launching in 2019.
For CMOs watching the category, the strategic story here is as interesting as the visual one. Rather than chase the “premium fintech” aesthetic most competitors default to, Tabby’s team deliberately walked away from it.
Jugal Paryani, CMO at Tabby, said: “Most financial brands are built to look expensive. But it’s mostly surface level with rarely an idea underneath. We didn’t want to look expensive, we wanted to be on your side.”
That positioning shows up everywhere, across voice, type, motion, photography, under a single creative territory Ragged Edge calls “Show Money Who’s Boss.” The most visible new asset is the Monions, hand-drawn characters that personify money doing everyday things: earning, spending, saving. There’s also a bespoke typeface built to carry equal weight in Arabic and Latin scripts, a tone of voice that talks to customers as peers rather than down to them, and a photography direction featuring real regional customers and merchants rather than stock-style models.
Pete Sutupov, Design Director at Tabby, said the goal was giving the brand “a personality you’d actually want to spend time with,” adding that “the best products are simple but magical, and that’s what we’re after.”
On the agency side, Jessica Bong-Woon, Creative Director at Ragged Edge, framed the idea as a shift in how people relate to money altogether: “Money isn’t here to run our lives — it’s just a small unit of resource, waiting for our guidance and control.” She credited the “brilliant week-in, week-out collaboration with the Tabby team” for getting the idea to market.
The identity began rolling out across Tabby’s app, site and digital channels last month, and expands today into a major out-of-home campaign across the UAE, a signal that Tabby is treating this as more than a digital refresh. With over 65,000 global and local merchant partners, including SHEIN, Amazon, Adidas, IKEA and Samsung, running on its technology, the rebrand gives Tabby a distinct visual language to carry into its next phase of growth across the region.
