Careem Pay - Rebrand

While the Careem brand is playful and goes for big impact, research pointed towards a need to distinguish its fintech sub-brand, Careem Pay. The key takeaway was to look different from a brand that manages food and groceries deliveries vs one which handles money. Through global benchmarking ranging from modern banks to crypto houses, this rebrand for Careem Pay marks a new chapter in positioning as a sophisticated, trustworthy fintech.

Role: Brand strategy, art direction and brand guidelines

Tone of Voice: Munira Rampurawala
Agency: Creative Studio, Careem

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