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Expect the unexpected
VPBank with Be Group introduced the Cake sub-brand X Rice Studios
Cake is a digital bank and considers as a product under VPBank and Be Group. Cake provides all services like a traditional bank, even easier and faster. You can open a bank account in just 2 mins anywhere using the phone app. With help from Rice Studios, Cake gets an unexpected visual identity in a good way for good reasons. Usually, financial services are focus on an older target audience. In our case, this is not the case! We got more vibrant colours, friendly and creative characteristics that attract a younger audience, which is the main goal of brand communications.
Banking is easier with Cake. The Cake brand leverages the bank's simplified experience and no-nonsense services in a manner that's equally stripped-down, engaging and easy to understand.The bold, unexpected application of color and typography were chosen to portray Cake's cold-shoulder towards the tired aesthetic and procedures offered by the traditional financial services. Cake is on a mission to reinvent the banking experience for the cultures and lifestyles of today.
