Brand Identity for Kuda Digital Bank
Kuda’s More Life identity puts everyday ambition around the banking experience.
Barkas developed Kuda’s refreshed identity around More Life, connecting the Nigerian digital bank with the ambitions and everyday experiences of its customers. The system introduces substantial geometric lettering, including a stacked name, alongside photography, illustration and motion. Personal banking retains a purple-led palette, while the business identity uses black. Its emphasis on real scenes of life gives the financial brand a wider cultural setting. The work also reached into product concepts. Kuda’s design-system lead, Pelumi Abimbola, describes how the internal team translated Barkas’ direction across the existing product, with new colour, typography and imagery. Rather than redesigning every screen, the team used updated foundations to carry the refreshed visual language through established interfaces. This separates the agency’s brand direction from the client’s subsequent system and implementation work.
Set in Kuda Modena, Suisse Int’l
Insights
- More Life positions banking within a wider picture of customers’ ambitions and daily life. The visual system combines geometric lettering with photography, illustration and motion.
- Purple remains central to personal banking, while black distinguishes the business identity. The stacked wordmark gives the short name a compact arrangement.
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