Reimagining a Fintech Brand Through Bold Creativity

Fintech is often perceived as a cold, technical space—focused more on functionality than personality. But Zepto, an Australian pioneer in real-time, account-to-account payment solutions, envisioned something different. They wanted a brand that could simplify complex ideas, resonate emotionally, and set them apart in the increasingly competitive landscape of B2B payments.
To achieve this, Zepto partnered with Oliver Grace to redefine their brand identity, digital presence, and messaging. The result was a vibrant, cohesive brand that transformed the intimidating world of fintech into something bold, engaging, and unmistakably human.

A Brand Strategy Rooted in Optimism and Discovery

The process began with an exploration of Zepto’s core values: optimism, innovation, and discovery. We wanted to humanise their vision of seamless payments by crafting a story-driven brand that would make people feel inspired, not overwhelmed.
At the heart of the strategy was the introduction of Zeppy, a charming, adventurous space cadet who embodies Zepto’s pioneering spirit. Mascots like Zeppy aren’t just playful; they create an emotional connection, making abstract concepts tangible and memorable. Zeppy became the face of Zepto’s mission, bridging the gap between advanced technology and personal connection.

In an industry often defined by abstraction and formality, Zeppy represents a powerful antidote to fintech’s cold and impersonal image. While mascots have faded from many modern brand identities, they remain uniquely effective in building trust, relatability, and recognition. Zeppy cuts through the noise, delivering a consistent and human-centred story in an otherwise transactional landscape. This aligns with the renewed interest in mascots as tools for emotional storytelling—a counterpoint to the uniform, minimalist identities dominating many industries today.

A Vision Brought to Life Through Character

The brand identity drew inspiration from the adventurous ethos of space travel and the nostalgia of 80s aesthetics. Retro-inspired illustrations, vibrant colours, and distinctive typography combined to create a look that was approachable yet futuristic. The illustrations balanced boldness with a sense of playfulness, helping to demystify Zepto’s cutting-edge technology.

This visual approach carried through to every touchpoint of the brand:

– The Website: A sleek, seamless digital experience with oversized type, dynamic animations, and effortless usability, reflecting Zepto’s bold identity.
– Language and Messaging: Fintech can be dry, but we gave Zepto a voice that is snappier, more playful, and distinctly theirs—transforming complex concepts into language that’s approachable and engaging.
– Promo and Merchandise: From eye-catching merch to promotional materials, Zepto’s new brand came to life in the physical world, extending their story beyond digital screens.

Standing Out in Fintech

Zepto’s refreshed brand achieves something rare in the fintech space: it feels alive. By embracing bold storytelling and emotive design, they’ve not only set themselves apart visually but created a brand that genuinely connects with their audience.

As Ben Alcock, Zepto’s Brand & Content Manager, puts it:

“Oliver Grace has been a trusted partner through every phase of our growth. Their creativity and strategic insight have evolved our brand into something that challenges conventions and inspires our team to think bigger.”

A Journey to the Stars

This project exemplifies how thoughtful strategy, bold design, and cohesive execution can redefine an industry’s expectations. Zepto’s playful, futuristic brand doesn’t just break free from the conventional fintech mould—it boldly goes where no B2B payment solution has gone before.

About Oliver Grace

Oliver Grace is a Melbourne-based brand and user experience studio, specialising in strategic storytelling, design excellence, and innovation to help brands across industries make a lasting impact.

For media inquiries, interviews, or additional information, please contact: bonnie@olivergrace.com.au