pew.'s reimagined identity for Tabby describes "Next-Level Growth" through a distinctive logo and visual system centered around "Tabbies" coins accompanied with a bespoke photoshoot, propelling Tabby's valuation to $1.5 billion in under two years.
In late 2021, Tabby, a buy-now-save-later app, enlisted pew.'s help to improve its brand strategy and visual identity to expand beyond the MENA region's market while also securing larger investments.
To achieve this, pew. worked closely with Tabby's marketing team to develop a fresh and larger-than-life branding and strategy. The process involved redesigning the logo, expanding the visual system of Tabby coins or "Tabbies", as well as a bespoke photoshoot that perfectly captured the new Tabby persona. Tabby was now ready to launch with its new look.
Thanks to pew's impressive branding efforts, Tabby's value skyrocketed from a regional startup to a $1.5 billion company within less than two year. Today, Tabby is the leading BNPL app in the region. Pew.'s approach to Tabby's branding strategy was truly transformative and took Tabby to the next level of success.
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"When the MENA region’s fintech market got too oversaturated with lookalikes, Tabby were out looking for partners who would understand that they’re just built different. Tabby needed a more distinctive wordmark & no need for a symbol. This core brand belief was the engine behind all brand extensions. Tabby could be its own currency - a mark of independence in asea of profusion and commotion." - Nourhan (Design Director at pew.)
