BONI by Fubon Bank | Branding Design

Branding Project Background
Boni Personal Loan Digital Platform is an innovative digital financial product launched by Fubon Credit (Hong Kong) Limited, a subsidiary of Fubon Bank (Hong Kong). Operating within a highly competitive private lending market, Fubon Credit sought to build a comprehensive digital loan platform. The goal was to provide highly efficient financial services while reshaping the public perception of personal loans, establishing a deep connection with Hong Kong’s next generation of young consumers through a refreshed brand identity.

Discovery | Project Discovery & Brand Insight
The Branding Design project for Boni began with comprehensive market research and customer interviews to accurately define Fubon’s unique positioning in the Hong Kong financial market. We discovered that while a traditional banking and financial brand background naturally provides clients with strong reliability and trust, it can also appear rigid and distant. Conversely, conventional money lenders often lack institutional authority.

Our core insight was clear: Boni had to find the perfect equilibrium between traditional bank lending and the typical finance company image. To attract a younger target audience, the brand needed to inject three core elements—positivity, friendliness, and innovation—to remove the negative or cold labels traditionally associated with “money lenders.”

Strategy | Design Strategy & Creative Narrative
Our design strategy centered on creating a simple, multi-functional, and distinctly human-centric brand identity. The creative narrative positions Boni as an approachable lifestyle partner that integrates into daily life and supports people’s aspirations, moving away from being seen as just a transactional financial tool.

This de-stigmatization strategy successfully overcame public resistance towards traditional finance companies. Through this humanized and flexible brand positioning, Boni seamlessly adapts to different products and features. This allows the platform to stand out in the highly competitive banking and financial brand market, winning greater customer support and deep trust.

Identity | Visual Identity & Aesthetic Craftsmanship
The visual identity perfectly expresses the aesthetic essence of modern Fin Tech. The logo design highlights and enlarges the letters “ON” within “BONI,” representing the concept of being always-on digitally, while reinforcing the platform’s commitment to providing 7×24 uninterrupted loan services.

Hidden within the typography of “ON” is a friendly and approachable face. The subtle “blink” expression highlights the brand’s vitality and determination, showcasing its confidence as the ultimate loan partner for its customers. The shape design blends rounded and sharp corners to balance human warmth with technical precision. Rounded yet thick, solid lines simultaneously project flexibility and a steady, stylish character.

The color strategy uses a dual-layered green palette designed to establish a sharp contrast with competitors and unlock a “Blue Ocean” market space. Deep green represents stability, trust, and institutional authority, reflecting deep care and respect for customers. Light green emphasizes modern style and digital friendliness, carrying forward the brand’s vision of being the customer’s “best friend.”

Rollout | Implementation & Brand Experience
During the implementation phase, we ensured that Boni’s visual identity and personality remain highly unified across all online-to-offline (O2O) touchpoints. The brand soul is consistently expressed from digital interfaces (UI) and social media promotional materials to offline business cards, staff uniforms, mascots, and posters.

Furthermore, we developed a brand manual for Boni, allowing the brand to adapt flexibly to various business scenarios while maintaining a harmonious visual alignment with the strong heritage of its parent company, Fubon Bank.

Impact | Market Validation & Brand Success
This strategic branding approach successfully established Boni as a highly reliable, securely backed financial option. During its trial period, the platform achieved a major breakthrough, disbursing over HKD 100 million in loans. Crucially, the vast majority of these users belonged to an entirely new target demographic rather than existing internal bank referrals, proving the brand’s independent appeal.

This successful market execution received widespread coverage from mainstream Hong Kong financial media, including Yahoo Finance (Infocast), Hong Kong Economic Times (HKET), Hong Kong Economic Journal (HKEJ), and Hong Kong Commercial Daily, making it an outstanding model for digital innovation in the banking and financial brand sector.