Swedish Tech-Bank's New Brand Identity Disrupts Financial Sector With Fish and Jelly Pastries

When Klarna launches their new profile, it’s definitely not your average bank speaking: ice cream melting on a car bonnet, long-haired dogs, and pencils being pushed into huge jelly pastries all feature in the new work by DDB NORD. 

Last year, Klarna launched its communication concept "Smoooth" (yes, so smoooth it needs three o’s) with a series of unconventional commercials. Showing a fish elegantly slipping down a slide and a cheese slice cut in infinity, the idea behind the campaign was to turn the rational fact of easy payments into an emotional experience. 

Now, Klarna takes the next step by fully implementing the Smoooth concept into all its touchpoints. This includes not only a new logo and graphic identity, but a completely new experience – creating a brand expression that’s unlike anything you’ve seen before in the financial sector.

“Our ambition is to make Klarna a true lifestyle brand”, says David Sandström, marketing director at Klarna. “We want go from providing just a rational payment solution to creating an emotional shopping experience. This required something completely different.” 

DDB Stockholm, the agency behind Smoooth, also developed the new brand identity. The comprehensive work has included efforts by virtually every agency discipline – from business and communication strategy, to design, advertising and digital implementation in all touchpoints.

“It’s been an extremely exciting and demanding process,” says Tove Langseth, Creative Director at DDB Stockholm. “We got to develop everything from the logo, ads and tonality to the smallest icon inside the Klarna interface. We are incredibly proud of what we accomplished together with the Klarna team, and as a creative it’s an honour to collaborate with such a visionary company.”

As of today, Klarna has started rolling out the new assets to merchants, and will over the coming months roll out Smoooth updates to all their touchpoints.