Industry
Cryptocurrency
Scope
Brand Positioning
Brand Strategy
Brand Identity
Art Direction
Digital Product
In 2021 Nuch Wallet and Leaf Design partnered up to curate the framework for an intuitive digital system to create the most functional and secure Bitcoin wallet in the world along with matching communication.
The Nuch Wallet, the world’s safest and friendliest Bitcoin wallet wanted to construct a radically transparent platform. The brand needed to create its unique spot in the already saturated cryptocurrency space amid advanced, leading global players. Nuch Wallet needed a conscientious positioning to help people understand and evaluate information, build trust and feel empowered to own their finances.
We simplified the customers' Bitcoin experiences through a human-centered approach and designed a dynamic system to adapt in response to their constantly shifting needs. We strengthened Nuch's modular structure, which embodies the idea that financial institutions may contribute to the development of a more open and inclusive system for billions of people while striking an elegant chord between technology and empathy.
The digital ecosystem was created with the intention of showcasing the revolutionary growth of financial services in the future indicating a thoroughly integrated brand experience and having an influence on people all over the world.
Understanding the blockchain technology
Blockchain is a shared distributed database or ledger between computer network nodes, it serves as an electronic database for storing data in digital form. The most well-known use of blockchain technology is for keeping a secure and decentralised record of transactions in cryptocurrency like Bitcoin. The benefit of a blockchain is that it is trustable and does not need any third-party institutions. Users can completely rely on the accuracy and security of the record of data.
Understanding the target market
The crypto and blockchain world is rapidly changing, as are its consumers. As a new competitor in the market, Nuch's versatility would be a competitive advantage. Nuch targets consumers who are already familiar with the sector and research before investing in Bitcoin. The target users- Gen Z and Millennials- have an eagerness for financial knowledge. They are open to seeing the world with a healthy dose of scepticism. This encouragement and willingness to take chances maintain them at the forefront of Nuch's target audience.
Along with worldwide users, Indians are also receptive to new investment vehicles and follow global trends to discover alternative methods to store capital.
Developing the key messaging pillars
The brand messaging pillars are thoughtfully formulated after studying the target audience to understand the key requirements of the consumers falling into the category. The communication needed to be innovative and simplistic whilst ensuring a humanised tone of voice. The spectrum of the key messaging pillars:
Trustworthy
They are reliable, honest
and transparent
Premium
They provide an elevated &
complete experience
Humanised
They tell impactful stories by being
inclusive and community-driven
Integrous
They understand my needs and are
intentional with their actions
Crafting a new brand identity
Two or more atoms bond together to form a molecule, in this case, circles. They are the building blocks of matter. Taking the concept of molecules, we dissected it further into the building blocks, or atoms of Nuch by using circular shapes.
The three circles are the primary building elements of Nuch that combine to form a comprehensive and unique expression; elements come together to form a unique organism. The logo also resembles an arrow moving diagonally upwards. By analysing concepts in an intelligible manner, circles can help to reduce complications. Nuch's principles are inherently defined through circles: open, adaptive, inclusive, and revolutionary.
The logo also reflects brand dynamism, flexibility, and the different features and services offered by Nuch to its customers. It provides a comprehensive picture and holistic experience, allowing users to truly own their money.
Devising a brand motif
The components from space serve as the primary themes for the new identity. It combines the digital and analogue worlds to create an otherworldly charm that emphasises the technical aspects with an appealing tone of voice. Components are added and withdrawn throughout time, implying that the design system is a product that will never stop evolving while also maintaining brand unification.
The use of space is a fitting acknowledgement of the brand's openness and honesty. It serves as a graphical representation beyond the logo, as well as a simple instrument for communicating notions such as innovation, opportunity, connection, and trust. It literally and symbolically conveys the ideologies that the brand represents. A whole new world wherein financial services are all-inclusive thus making space for everyone.
UI Design Assets
An integrated digital ecosystem
Built from the ground up, the sole focus of Nuch is on human-centered technology. By simplifying cryptocurrency at one's fingertips it emerges as a haven in volatile and uncertain times. Nuch replicates the simplicity of a fiat wallet, humanises cryptocurrency and fosters a sense of belonging among users worldwide.
A flexible, forward-thinking, and varied framework that maximises organic and meaningful contributions from the group. This leads to a better internet and real democracy.
Bitcoin Wallet
The dashboard includes the majority of the functions like the user’s Bitcoin holding, transactions and the 'send' and 'receive' buttons. The screen is divided into four primary areas fixed in such a way that the use of the application is comfortable and the content is legible.
User’s complete Transaction history
Guardian Recovery
We devised a highly secure Guardian Recovery system with which trusted people can help recover an account in case of loss of their device or loss of a Nuch account. This eliminates the need to remember long seed phrases entirely. This new recovery process is simple, secure, and puts the user in full control.
A step-by-step guide explaining the Guardian Recovery methodology
Nuch Brand Manual
NeoBanking
Empowering today's India with a strong foundation for financial independence
Finance
A digital-first approach to simplify the complexities of Wealth Management
