MoMo, Vietnam’s leading super e-wallet app with over 30 million users, partnered with M — N Associates for a complete brand transformation to capture its innovative essence and broaden its reach. As a driving force in shifting Vietnam’s financial landscape towards cashless transactions, MoMo is establishing itself as the most accessible financial supporter for its users.

For the rebranding, we took inspiration from the intricate textures and craftsmanship of traditional paper banknotes, reinterpreting these elements into a sleek, digital-friendly design. This layered approach reflects the structured complexity of banknotes, with each layer representing a key aspect of MoMo's services—trust, accessibility, and innovation—brought together to create a cohesive, contemporary identity.

MoMo’s new typeface families are MoMo Trust Display, MoMo Trust Sans, and MoMo Signature, designed to enhance its human-centric and user-focused identity.

MoMo Trust Display and Trust Sans draw inspiration from the MoMo logotype, incorporating subtle cues from the rounded, approachable forms that define the brand’s core look. MoMo Signature, inspired by handwritten signatures, adds a personal touch that reinforces trust and individuality.

Together, these typefaces convey a seamless blend of professionalism and warmth, reflecting MoMo’s role as a reliable, user-friendly financial partner.

Read and see more in the case study on Behance.