When the MENA region’s fintech market got too oversaturated with lookalikes, Tabby were out looking for partners who would understand that they’re just built different. This is a quick glimpse of the brand we’ve built for the region’s hottest BNPL.

In late 2021, Tabby, a buy-now-pay-later app, enlisted pew.’s help to improve its brand strategy and visual identity to expand beyond the Dubai market while also securing larger investments. To achieve this, pew. worked closely with Tabby’s marketing team to develop a fresh and larger-than-life branding and strategy. Tabby needed a more distinctive wordmark and no need for a symbol. This core brand belief was the engine behind all brand extensions. Tabby could be its own currency – a mark of independence in a sea of profusion and commotion. And with that we’ve worked on Tabby’s strategy.

In today’s world, negative associations and connotations relentlessly loom around shopping. From guilt to fatigue, a lot of people stopped feeling good about spending.
Rightfully so, as this concept of ‘money’ has had its fair share of, to put it very mildly, ‘problems’. Well, the good new is, what lies ahead is brighter.

Tabby dares to believe that by recasting the way people spend, earn and save in a new light, it can reshape their relationship with money.

We see Tabby as a new evolved form of money. One that’s empowering, fair and playful.
One that lets you make the most out of it. One that makes you feel good, and confident, about spending again. We’re our own currency – how cool is that? Financial freedom is right around the corner. So don’t throw away money, throw away Tabbies. Because like Shakespeare said “All that glitters is not gold”, and to that we say “it’s Tabbies!”

So when Tabby took the new and improved brand to the public, it took the market by storm.

Thanks to Pew’s impressive branding efforts, Tabby’s value skyrocketed from a regional startup to a $660 million company within less than two year. Today, Tabby is the leading BNPL app in the region. pew.’s approach to Tabby’s branding strategy was truly transformative and took Tabby to the next level of success.