The Campaign

A behaviour analogous to modern day humans is the behaviour of bees. Be it living in society, performing their roles in the hives or saving for the future, bees can be the best role models for all of us. As they collect honey and save it, in the same way we save our wealth. They take longer flights to the better orchard to collect exotic nectars and keep track of how much honey is being consumed every day. Our target audience was predominantly male, from the age of 25-35/Employed, and at a stage in life when they are looking for new ways to grow their salaried income. This behaviour match made the bee, the ideal spirt animal for the visual mnemonic and overall naming of a brand that helps people make wealth called Angel Bee - An app that helps grow your wealth from the house of Angel Broking.

Creative Execution

Most financial apps have the template ascending arrows, graphs, piggy banks as their visual identity. But since we had such a rich story and wanted to connect with the Indian audience, we combined the mnemonic of the bee with the Indian symbol for money, to create a new visual identity that the audience identified with as making wealth. To add to it, we used golden yellow as the primary brand colour, because the colour gold doesn’t just represent money in India, but more importantly long term richness and wealth. As the term of “green” money hasn’t really entered Indian vocabulary, the use of gold is more recognizable to the Indian audience. And keeping our brand story in tact, just like humans, the colour gold for bees represents the precious honey they create. The branding elements included brand Logo, app interface, stationary, social media identity, and other internal collaterals.

Indication of how successful the outcome was in the market

Value added to brand The branding of Angel Bee helped it standout from the usual clutter in the investment world. It created a visual identity that was younger and more approachable which best suited its target demographic. Value for consumer Being otherwise distant from the financial sector, the consumers could associate more with Angel Bee as it was a brand that was speaking their language. Not only in communication, but in design. It differentiated it from the rest and made it more informal, approachable and had a unique brand story to back it. Reach This brand identity helped Angel Bee hit 6 million app downloads and was trending at #7 in apps downloaded within finance category. The launch film for Angel Bee reached over 10 million views on YouTube which further built a fresh narrative in the financial sector.