Kuda: A Bold New Identity Inspired by the Pulse of Lagos

Copenhagen-based creative company Barkas has reimagined the identity of Kuda, the Nigerian digital bank that first entered the market as “the bank of the free,” challenging the fees, limitations and complexities of traditional banking. As Kuda prepared for its next chapter, the ambition was to evolve beyond its technology-driven foundations and build a brand that could connect with people on a more emotional and aspirational level.

Drawing inspiration from the vibrant energy and cultural rhythm of Lagos, Barkas developed a new creative direction centred around a simple yet powerful idea: “More Life.” More than a tagline, it represents a promise to empower people to live more, do more and become more, positioning Kuda as a brand that supports ambitions beyond everyday financial transactions.

The rebrand moves away from both the rigid conventions of traditional banking and the purely functional aesthetics often associated with digital-first financial services. Instead, Barkas introduced a vibrant visual identity defined by movement, expressive colour and a distinctive sense of character. The result is a dynamic brand world that reflects the energy, individuality and aspirations of its audience.

Developed in close collaboration with the Kuda team and local creative communities, the identity places real people and everyday experiences at the centre of its storytelling. This approach brings authenticity and cultural relevance to the brand, transforming financial services into a more human and relatable experience.

Through this transformation, Barkas has helped Kuda establish a more expressive and emotionally resonant presence in the financial landscape. By shifting the conversation from banking features to life’s possibilities, the new identity positions Kuda not simply as a digital bank, but as a partner in helping people make more of their lives.