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Nguyen Bao Anh Duy
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MoMo is Vietnam’s leading super e-wallet app, serving over 30 million users with seamless, cashless financial solutions. Partnering with M — N Associates, we led a comprehensive rebrand that draws inspiration from the layered intricacy of traditional paper banknotes—translating them into a modern, digital-first identity. Each layer symbolizes MoMo’s core values: trust, accessibility, and innovation. The result is a bold, cohesive brand system that reflects MoMo’s role as Vietnam’s most accessible financial companion and a key player in shaping the nation’s digital economy.
Vietnam’s financial landscape is evolving, yet trust in cash remains deeply ingrained. As MoMo transitioned from a simple e-wallet into a comprehensive, AI-powered financial supporter, the brand needed to reflect both technological advancement and cultural familiarity. Our goal was to bridge the emotional gap between digital money and the tactile reassurance of physical currency. We aimed to create a brand system that felt trustworthy, accessible, and human—something that could resonate with millions while embodying innovation.
The rebrand helped shift how people perceive digital finance in Vietnam. By grounding the visual language in familiar banknote textures and narrative illustrations, we made technology feel more approachable. Internally, the project set a new creative benchmark, pushing us to explore deeper cultural symbolism in design. Externally, it influenced how fintech brands think about authenticity and trust—moving away from sterile, AI-generated aesthetics toward more meaningful, crafted systems. It also strengthened our studio’s ability to drive both emotional engagement and strategic clarity at scale.
Seeing the public and partner response to the rebrand was deeply fulfilling. The identity—built from something as overlooked yet powerful as small-denomination banknotes—sparked conversation, pride, and a sense of ownership among users. For us, it proved that design could do more than decorate—it could restore meaning, foster trust, and reflect a shared cultural journey. That moment, when people saw themselves and their values in a fintech brand, reaffirmed why we do what we do.