Tabung
Savings app · Brand identity
Tabung helps young Indonesians save automatically, through daily auto-save, round-ups and shared goals. The identity turns the childhood piggy-bank (celengan) into a modern mark, with soft geometry, golden coins, and a deep-teal, mint and coral palette that feels calm and trustworthy without the coldness of a bank.
The brief
Design a savings brand for first-jobbers and young families who find banks intimidating and investing apps too risky. It had to build trust (it holds people's money) while feeling warm, motivating and simple, across the app, the card, the website and outdoor advertising.
The idea: the jar you never have to break
Tabung means to save (and a savings container) in Indonesian. The mark is a rounded savings jar with a coin dropping in and an upward arrow inside: savings that grow, and a jar you never have to smash to use.
Where it lives
Debit card, savings app (goals, auto-save, round-ups), lock-screen notifications, app store screenshots, marketing website, merchant QR stand, bus-shelter poster, goal icon set, savings-jar illustration, and a social campaign.
Brand board
The identity across print, packaging, digital and environment.
Identity system
The decisions behind the brand.
Logo
soft, rounded geometry that works as an app icon at 29px and on a metal card.
Colour
Deep Teal #0B3D3A for trust, Mint #7FE0C2 for growth and progress, Coral #FF7F66 for warmth and nudges, Butter #FFE7A3 for coins and rewards, Cloud #F2F7F5 as the calm background.
Typography
Outfit across the whole system: light weights for big balances, bold for goals and buttons, tabular figures for amounts.
Voice
encouraging, specific, never preachy. "Rp 10.000 a day is Rp 3.65M a year." "Bali by June. On track."
Applications
Selected touchpoints from the identity.
Website
The identity carried into the online experience.
Social campaign
“Save a Little, Every Day”. An app-growth campaign that makes saving feel small and doable: daily auto-save, round-ups, shared goals and saving tips.
Feed posts
Six posts from the nine-post grid, 1080 × 1080.
Ad creatives
Story, feed and banner formats for paid social.
Concept project: a fictional brand created to show our brand-identity process. Names, prices and offers are illustrative.
What we delivered
Everything handed over at the end of the project.
Logo suite & colourways
Colour & type system
Coin & progress-ring graphics
Icon set
App UI
Card design
Website
Out-of-home
Social media templates
Lumea
