Branding for a new ‘buy now, pay later’ platform, Cashew is the first 360-degree instant payment and digital finance solution brand in the middle east.

The overarching idea for the branding concept is based on the cashew X Philosopy, inspired by one of the many business concepts of splitting payments. The split within the logo emphasizes the act of paying in installments.

A geometric shape, circle, oval, square or rectangle is sliced up using the 60/-60 degree rule. All brand applications are based on this concept, applied through to typography, photography and layouts.