Although my main focus at Honey has been Product Design, Brand Design was also under my radar. I've been driving the majority of brand design works at the early stage before the formation of the creative team. After the in-house creative team was fully staffed, I still provided inputs from high-level creative direction to project reviews.
As our CEO came up with a more solidified vision statement of 'Make Money Fair for Everyone', our brand needs to grow up to cover a wider demographic with a more mature look. Orange was dominating everywhere in Brand Book 1.0. We needed a more diverse look and voice.
The final results for Honey Brand 2.0 are as below.
In early 2021, Brand Book 2.0 has helped grow Honey users from 5m to 17m. It has been stagnant for a while. Competitors rose with similar looks and voices. It’s time for us to differentiate again. The creative team was fully staffed at that time. My input has been mainly on consulting and reviewing.
After tons of brainstormings, user focus groups, and early exploratory jams, we landed our new brand direction on 'Joy'. Also noted, our Brand Book 1.0 was also on 'Joy', but the difference is that 1.0 was more on the 'Juvenile, and kinda silly' but the 3.0 will be more on the 'Sarcastic and witty' side.
Early explorations I made with the product design team to influence the creative design team.