Barkas Rebrands Nigerian Digital Bank Kuda with 'More Life' Identity Rooted in Lagos Culture
Barkas, an independent creative agency, has crafted a fresh brand identity for Kuda, a Nigerian digital bank, emphasizing strategic positioning, brand identity, website design, and execution for both personal and business banking. The new identity is anchored in the phrase 'More Life,' derived from Jamaican slang popularized by Vybz Kartel. Established in 2019 by Babs Ogundeyi and Musty Mustapha, Kuda emerged as the 'bank of the free,' offering zero fees. This rebranding effort seeks to enhance Kuda's appeal among modern Nigerian youth. The visual identity incorporates a logo influenced by Nigerian art, featuring deep purple for personal banking and black for Kuda Business. VP Romney Taylor noted an uptick in account openings, transactions, and deposits following the rebrand.
Key facts
- Barkas created a new identity for Nigerian digital bank Kuda, covering strategy, brand identity, website design, and implementation.
- The identity is built around the phrase 'More Life,' borrowed from Jamaican slang popularized by Vybz Kartel.
- Kuda was founded in 2019 by Babs Ogundeyi and Musty Mustapha and launched as the 'bank of the free' with zero fees.
- The new logo uses thick, geometric letterforms inspired by Nigerian art and architecture, with stacked KU over DA in four iterations.
- Personal banking identity is deep purple; Kuda Business is black.
- A custom Naira sign and a bespoke typeface called Kuda Modena were developed.
- Barkas worked with local Nigerian photographers for documentary-style imagery and included hand-drawn illustrations and motion design.
- According to Romney Taylor, VP of marketing at Kuda, the rebrand has increased account openings, transactions, and deposits, and reactivated dormant customers.
Entities
Artists
- Luca Rasmussen
- Babs Ogundeyi
- Musty Mustapha
- Romney Taylor
- Vybz Kartel
- Ayla
Institutions
- Barkas
- Kuda
- Monzo
- Ragged Edge
- Wolff Olins
- DailyPay
- It's Nice That
Locations
- Lagos
- Nigeria
- Jamaica