Building a Consumer-First Financial Brand That Delivers More
For Thriwe, an established loyalty programme company, the opportunity was to take its expertise in rewards and build a new consumer-facing platform for financial discovery. Abunduns was conceived to help people make smarter credit card choices, unlock additional benefits, and get more out of their financial lives—without the confusion that often comes with comparing financial products.
Trust, in a category built on confusion.
How do you build a consumer-first financial brand that people can trust to help them choose?
The challenge was twofold: create a memorable identity for a new platform while establishing a position distinct from traditional banks and comparison websites. Abunduns needed to feel independent and objective to consumers, while drawing on Thriwe's enterprise expertise to establish credibility with financial institutions.
The brand had to make financial discovery feel less transactional and more personal—turning a potentially confusing decision into an experience centred on clarity, confidence, and possibility.
A smarter way to choose financial products.
Modern consumers have more financial products to choose from than ever, yet finding the right credit card remains unnecessarily complicated. Between complex reward structures, competing claims, and generic comparison lists, people are often left wondering whether they are making the right choice.
Abunduns was envisioned as a lifestyle-first financial discovery platform that goes beyond listing options. The ambition was to build a distinctive brand around personalised recommendations, greater clarity, and rewards that align with how people actually live.
More of what you want.
We built Abunduns around a simple promise:
More of What You Want. The name, positioning, and brand strategy were developed to express abundance not merely as having more options, but as unlocking more value from the choices people make.
The visual identity brings this idea to life through a cornucopia-inspired logo mark—a symbol of abundance representing a sustained supply of financial options, rewards, and benefits. Paired with Poppins typography and a vibrant coral-to-pink gradient, the identity creates a contemporary, approachable presence that moves beyond conventional financial branding.
The broader brand strategy established personalisation, clarity, transparency, and rewards as core differentiators. Guided by the Explorer archetype, Abunduns was positioned as a trusted guide that helps people discover what fits their lifestyle rather than pushing products or overwhelming them with information.
We extended this thinking into brand messaging, communication principles, and rollout strategy, including the campaign
“Let Your Choices Reward You."
The resulting brand connects Thriwe's rewards expertise with a consumer-first proposition designed to make financial choices feel simpler, more relevant, and more rewarding.
A brand built around abundance.
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Launching something new?
From strategy and identity to packaging and launch, get the whole brand team under one simple subscription.
Book a callBuilding a Consumer-First Financial Brand That Delivers More
For Thriwe, an established loyalty programme company, the opportunity was to take its expertise in rewards and build a new consumer-facing platform for financial discovery. Abunduns was conceived to help people make smarter credit card choices, unlock additional benefits, and get more out of their financial lives—without the confusion that often comes with comparing financial products.
Trust, in a category built on confusion.
How do you build a consumer-first financial brand that people can trust to help them choose?
The challenge was twofold: create a memorable identity for a new platform while establishing a position distinct from traditional banks and comparison websites. Abunduns needed to feel independent and objective to consumers, while drawing on Thriwe's enterprise expertise to establish credibility with financial institutions.
The brand had to make financial discovery feel less transactional and more personal—turning a potentially confusing decision into an experience centred on clarity, confidence, and possibility.
A smarter way to choose financial products.
Modern consumers have more financial products to choose from than ever, yet finding the right credit card remains unnecessarily complicated. Between complex reward structures, competing claims, and generic comparison lists, people are often left wondering whether they are making the right choice.
Abunduns was envisioned as a lifestyle-first financial discovery platform that goes beyond listing options. The ambition was to build a distinctive brand around personalised recommendations, greater clarity, and rewards that align with how people actually live.
More of what you want.
We built Abunduns around a simple promise:
More of What You Want. The name, positioning, and brand strategy were developed to express abundance not merely as having more options, but as unlocking more value from the choices people make.
The visual identity brings this idea to life through a cornucopia-inspired logo mark—a symbol of abundance representing a sustained supply of financial options, rewards, and benefits. Paired with Poppins typography and a vibrant coral-to-pink gradient, the identity creates a contemporary, approachable presence that moves beyond conventional financial branding.
The broader brand strategy established personalisation, clarity, transparency, and rewards as core differentiators. Guided by the Explorer archetype, Abunduns was positioned as a trusted guide that helps people discover what fits their lifestyle rather than pushing products or overwhelming them with information.
We extended this thinking into brand messaging, communication principles, and rollout strategy, including the campaign
“Let Your Choices Reward You."
The resulting brand connects Thriwe's rewards expertise with a consumer-first proposition designed to make financial choices feel simpler, more relevant, and more rewarding.
A brand built around abundance.
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Launching something new?
From strategy and identity to packaging and launch, get the whole brand team under one simple subscription.
Book a call
We Transform Brands. Your Success Is Next.
Start your project now by booking a one-on-one consultation with our expert.
Meet the partners who are part of our success story
We Transform Brands. Your Success Is Next.
Start your project now by booking a one-on-one consultation with our expert.
Meet the partners who are part of our success story
Building a Consumer-First Financial Brand That Delivers More
For Thriwe, an established loyalty programme company, the opportunity was to take its expertise in rewards and build a new consumer-facing platform for financial discovery. Abunduns was conceived to help people make smarter credit card choices, unlock additional benefits, and get more out of their financial lives—without the confusion that often comes with comparing financial products.
Trust, in a category built on confusion.
How do you build a consumer-first financial brand that people can trust to help them choose?
The challenge was twofold: create a memorable identity for a new platform while establishing a position distinct from traditional banks and comparison websites. Abunduns needed to feel independent and objective to consumers, while drawing on Thriwe's enterprise expertise to establish credibility with financial institutions.
The brand had to make financial discovery feel less transactional and more personal—turning a potentially confusing decision into an experience centred on clarity, confidence, and possibility.
A smarter way to choose financial products.
Modern consumers have more financial products to choose from than ever, yet finding the right credit card remains unnecessarily complicated. Between complex reward structures, competing claims, and generic comparison lists, people are often left wondering whether they are making the right choice.
Abunduns was envisioned as a lifestyle-first financial discovery platform that goes beyond listing options. The ambition was to build a distinctive brand around personalised recommendations, greater clarity, and rewards that align with how people actually live.
More of what you want.
We built Abunduns around a simple promise:
More of What You Want. The name, positioning, and brand strategy were developed to express abundance not merely as having more options, but as unlocking more value from the choices people make.
The visual identity brings this idea to life through a cornucopia-inspired logo mark—a symbol of abundance representing a sustained supply of financial options, rewards, and benefits. Paired with Poppins typography and a vibrant coral-to-pink gradient, the identity creates a contemporary, approachable presence that moves beyond conventional financial branding.
The broader brand strategy established personalisation, clarity, transparency, and rewards as core differentiators. Guided by the Explorer archetype, Abunduns was positioned as a trusted guide that helps people discover what fits their lifestyle rather than pushing products or overwhelming them with information.
We extended this thinking into brand messaging, communication principles, and rollout strategy, including the campaign
“Let Your Choices Reward You."
The resulting brand connects Thriwe's rewards expertise with a consumer-first proposition designed to make financial choices feel simpler, more relevant, and more rewarding.
A brand built around abundance.
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Launching something new?
From strategy and identity to packaging and launch, get the whole brand team under one simple subscription.
Book a callBuilding a Consumer-First Financial Brand That Delivers More
For Thriwe, an established loyalty programme company, the opportunity was to take its expertise in rewards and build a new consumer-facing platform for financial discovery. Abunduns was conceived to help people make smarter credit card choices, unlock additional benefits, and get more out of their financial lives—without the confusion that often comes with comparing financial products.
Trust, in a category built on confusion.
How do you build a consumer-first financial brand that people can trust to help them choose?
The challenge was twofold: create a memorable identity for a new platform while establishing a position distinct from traditional banks and comparison websites. Abunduns needed to feel independent and objective to consumers, while drawing on Thriwe's enterprise expertise to establish credibility with financial institutions.
The brand had to make financial discovery feel less transactional and more personal—turning a potentially confusing decision into an experience centred on clarity, confidence, and possibility.
A smarter way to choose financial products.
Modern consumers have more financial products to choose from than ever, yet finding the right credit card remains unnecessarily complicated. Between complex reward structures, competing claims, and generic comparison lists, people are often left wondering whether they are making the right choice.
Abunduns was envisioned as a lifestyle-first financial discovery platform that goes beyond listing options. The ambition was to build a distinctive brand around personalised recommendations, greater clarity, and rewards that align with how people actually live.
More of what you want.
We built Abunduns around a simple promise:
More of What You Want. The name, positioning, and brand strategy were developed to express abundance not merely as having more options, but as unlocking more value from the choices people make.
The visual identity brings this idea to life through a cornucopia-inspired logo mark—a symbol of abundance representing a sustained supply of financial options, rewards, and benefits. Paired with Poppins typography and a vibrant coral-to-pink gradient, the identity creates a contemporary, approachable presence that moves beyond conventional financial branding.
The broader brand strategy established personalisation, clarity, transparency, and rewards as core differentiators. Guided by the Explorer archetype, Abunduns was positioned as a trusted guide that helps people discover what fits their lifestyle rather than pushing products or overwhelming them with information.
We extended this thinking into brand messaging, communication principles, and rollout strategy, including the campaign
“Let Your Choices Reward You."
The resulting brand connects Thriwe's rewards expertise with a consumer-first proposition designed to make financial choices feel simpler, more relevant, and more rewarding.
A brand built around abundance.
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Financial products should enable people to live better, not make life more complicated. By building Abunduns around this belief, we helped transform a credit card comparison proposition into a broader consumer brand rooted in discovery, personalisation, and possibility. With a distinctive identity and a clear strategic direction, Abunduns is designed to stand for something more than finding a card: helping people unlock more of what they want from life
Launching something new?
From strategy and identity to packaging and launch, get the whole brand team under one simple subscription.
Book a callWe Transform Brands. Your Success Is Next.
Start your project now by booking a one-on-one consultation with our expert.
Meet the partners who are part of our success story