Cases / Kab
A name that fits.
- Client
- Kab
- Category
- Fintech, credit
- Market
- Brazil
- Naming
- Brand strategy
- Brandbook
The digital credit arm of Lojas Koerich. It was Kredilig in 2003 and Konta in 2020. In 2023 it needed a name for a 100% digital platform.
The challenge
Konta no longer fit the business plan, and credit in Brazil is a category people associate with bureaucracy and distrust. The new name had to feel modern, human and ready to grow.
What I did
Kab works on more than one level. K and B for Koerich, Kredilig and Bank, with the A of founder Antonio Koerich in the middle. Out loud it sounds like “cabe”, Portuguese for “it fits”: installments that fit your life. Would a dream fit your plans? Yes, Kab.
What I delivered
- Name and rationale
- Brand story and “Why Kab”
- Purpose: financial freedom to make dreams happen
- Personality: uncomplicated, welcoming, reliable, positive
- Differentiators and personas
- Touchpoint map
- Slogan: “Aqui você tem crédito.” (Here, you have credit.)
- Manifesto and language guidelines
The velar /k/ opens with authority and confidence. The open /a/ brings accessibility. The final /b/ grounds the name with a firm, stable close. It feels established, like the acronym of something bigger.
From the LENS evaluation
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.