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Dragon Rouge

Boutique Agency | Shanghai

BRAND STRATEGY AND DESIGN FOR NEST BANK

Dragon Rouge is delighted to have received the prestigious REBRAND 100® Global Awards, for the project of the complex transformation of the Nest Bank Brand.
Nest Bank is a new Polish bank consolidated from Bank Smart (dedicated to mobile consumers) and Biz Bank (dedicated to SME). It was competing in a very crowded market with over 40 commercial banks in Poland including international big fish and local players. There was no obvious space for a new bank.
The strategy was built around the needs of the individuals devoted to their families. They were often small entrepreneurs living rather in smaller towns and cherishing traditional values. Most of them had already shown some disappointment with other banks. We looked for metaphors to describe their mindset and came up with the idea of ‘nesting’. The idea was then expressed in the name of the bank and its visual identity.
In order to reflect the personality of the “guardian” archetype we went for blue & brown colors and friendly, trustful tonality. In order to distinguish Nest Bank from other banks we needed to come up with a unique solution. That’s why we abandoned the safe territory of the color code. We chose brown for peace and harmony and blue symbolizing the order to become the colors of our bank.
The shape of the logotype refers to the shape of a nest and its typography looks like a handwritten note, symbolizing the guarantee of a word being kept.
The brand is positioned to build upon emotions associated with family and children. The brand’s claim: “Spread your wings” represents its core values and the images of bright-eyed children adds recognition. These visual assets communicate the message that Nest Bank will help give your children a good start when their time comes to fly away from the nest.
Following the launch, Nest Bank quickly attracted attention in the market thanks to its highly expressive and emotional image. In just 4 months its aided brand awareness has grown to 41% and the brand has been clearly regarded as credible (51%), dedicated to families (55%), honest (51%) and transparent (55%) becoming a true challenger in the market.