Project Strategic Brand Identity Design

Rupyy is envisioned as a cutting-edge digital lending platform that aims to transform the experience of obtaining vehicle and personal loans. As a new initiative by the parent company of Cardekho, Rupyy seeks to position itself as a leader in the financial technology sector by providing a seamless, paperless loan experience that enables users to obtain loans within minutes.

Liquid Designs was engaged to craft a strategic brand identity that resonates with Rupyy’s broad user base which primarily consists of young self-employed and salaried males. The primary goals included establishing clarity around the brand’s values and creating a visual identity that reflects its technological prowess and user-centric approach. It was crucial to differentiate Rupyy in a crowded market by conveying trust, simplicity, and efficiency.

Through our discovery process, we identified that Rupyy aims to provide convenience, care, and choice through a fast and transparent loan process, offering a comprehensive range of products accessible digitally and through over 2000 touchpoints. The brand intends to become a leader in vehicle finance, targeting significant market share while emphasising customer needs.

By addressing the challenges faced by traditional lenders, Rupyy aims to serve underserved markets and streamline the user experience with minimal paperwork and fast application processes. Rupyy is designed to offer individuals seeking vehicle or personal loans a modern platform that simplifies the loan process.

The brand embodies a unique personality that blends the Magician archetype, symbolising transformation and innovation, with the Caregiver archetype, which emphasises support and nurturing.

In creating the visual identity, we designed a logo featuring an arrowhead symbol that represents upward movement and resembles the lowercase letter ‘r’. This symbol can be used independently or alongside the brand name, which is presented in a rounded bold font that conveys professionalism and friendliness. The color palette includes Ocean Green, symbolising money and prosperity, alongside Smoky Black for a modern appearance.

Typography plays an essential role; we selected Montserrat as the primary font for its confident and contemporary look. Brand imagery is crafted to communicate simplicity while appearing creative and inspirational, aligning with the overall aesthetic of the identity.

The strategic brand identity of Rupyy was well-received by both channel partners and customers. It aimed to improve user engagement and conversion rates while building trust through positive feedback and enhanced customer retention. This brand identity aligns perfectly with Rupyy’s core values. By focusing on trust, efficiency, and user-friendliness, we helped Rupyy carve out a distinctive presence in the crowded FinTech landscape. This project underscores the importance of a thoughtful approach to brand identity design, particularly in industries where trust and efficiency are paramount.